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Challenge: Exchange Bank asked us to help them bond with existing customers and introduce them to new ones. The biggest challenge is not to do things “the way we've always done them.” We're heading toward more customer data mining and prospect modeling with personalized messages. Solutions: We provide complete advertising and marketing: print & radio ads; billboards; direct mail; design of brochures and logo; branch merchandising, etc. Meeting for coffee or sharing a chocolate chip cookie recipe enhance the bank's image as “everyone's Sonoma County neighbor.” Results: During the nearly five years we've worked with the bank, our relationship has grown. We are truly their strategic and creative partner, highly involved and knowledgeable about their business. This makes us an asset to them, as they are to us. The longer we work together, the higher the value. That's what it's all about. Print ads supported this business-to-business prospect mailing which included a packet of ground coffee with instructions for brewing. Branch managers' names were imprinted on targeted mailings within their areas of influence.
Exchange Bank's customers were sent this mailer offering home equity loans and lines of credit. A cookie recipe reinforced the “we're your neighbor” message. Each branch manager received a follow-up list of prospects that had received the mailing.
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