Free Your Business campaign.
| Position | ABAMN 2006 Financial Marketing Awards: Entry: Customer Acquisition; Assets Over $1 Billion - Salva O'Renick - Brief article |
[ILLUSTRATION OMITTED]
Institution: PlainsCapital Bank, Dallas
Assets: $2.7 billion
Agency: Salva O'Renick, Kansas City, Mo.
The bank's research showed that the small-business niche in Lubbock, Texas, was an underserved market. In August 2005, the bank rolled out Free Your Business, a customer acquisition campaign featuring a new Free Small-Business Checking account, Free Business Checks for Life, and a $5,000 sweepstakes. PlansCapital's goal was to own the small-business market in Lubbock.
Campaign components included: advertising, public relations, direct mail, a sales calling effort and...
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