Helping to build businesses.

• Position: Branding - Centrix Bank

Institution: Centrix Bank, Bedford, N.H.

Asset size: $757 million

More than a year ago, the bank did a market research study and found that unaided awareness of the bank was low. The bank decided to allocate money for a direct-mail campaign to generate brand awareness--both in the market where the bank had a presence and beyond.

Direct-mail pieces were sent to three vertical markets that the bank targets: accounting/legal, medical/dental and manufacturing. The manufacturing sector was narrowed by NASIC codes. Each piece was mailed to either a business owner or c-level executive within a 15-mile radius of the bank's seven locations. The final mailing list consisted of 2,300 names. The pieces were mailed at the end of June, beginning of September and the beginning of November.

The bank did not use a call-to-action because of its unique offering. It is a commercial lender that provides customized business banking solutions to small-to medium-size businesses, professionals, not-for-profit organizations and municipalities. Therefore, the bank tailors its services to a customer's particular needs.

The pieces generated telephone calls to the bank's lending group for...