Checking account acquisition campaign.

• Position: ABAMN 2007 Financial Marketing Awards - National Bank of Kansas City - Brief article

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Institution: National Bank of Kansas City Overland Park, Kan.

This checking account acquisition campaign consisted of six "waves" and six different offers. Each wave consisted of a direct mail piece, newspaper ad, on-premise signage, reminder postcard, and a refer-a-friend campaign including teller receipts and in-branch fliers to reward existing customers with word-of-mouth endorsements. The iPod offer proved to be the most...