Direct mail series.

• Position: KeyBank - Brief Article

Certificate of Excellence AWARD

McDonald Financial Group Awareness Direct Mail

Institution: KeyBank, Cleveland

Assets: $88.6 billion; 921 locations

Agency: Epsilon, Irving, Texas

McDonald Financial Group (MFG) wanted to employ a highly targeted awareness and lead-generation campaign. The agency was charged with delivering a consistent, compelling message to the "right" prospective customers, so creative and data excellence were equally crucial. The agency acted on the assumption that MFG name recognition was low.

The agency developed a sequence of three customer "touches" that served to warm up prospects so that they would be more likely to schedule an appointment, either by calling directly or by accepting a follow-up from an adviser.

Touch 1: Served as an introduction, communicating the MFG story and emphasizing the relevance of MFG's integrated approach.

Touch 2: Emphasized the importance of having a sound financial plan, starting with the BluePrint Comprehensive Financial Plan--a financial planning tool offered by MFG. The mailing also offered...