Allfirst Bank Affinity Campaign

Allfirst launched an Affinity Partner program to offer banking services and loan products to six large affinity groups. The challenge, due to budgetary constraints, was to create an economical mailing package that would identify each partner organization individually, without developing six printed unique mailing versions.

We developed an efficient mail program by decreasing the number of unique component pieces from six to two. All identifying partner and Allfirst logos were lasered, allowing the use of a generic letter form. The lasered logos showed through the OE window, thus eliminating the need for printing the logo on the OE. The lasered logo gave both the OE and the letterhead the illusion of a member organization personalized package. The package was in the mail for $0.50 per piece!

The mailing was a huge success - beating the control package and generating $6,000,000 in loans.

This package won a DMAW Bronze MAXI award for Business-to-Consumer marketing.

Next Case Study >>