Home Equity direct mail campaign.

• Position: ABAMN 2006 Financial Marketing Awards: Entry: Customer Acquisition; Assets Over $1 Billion - Brief article

[ILLUSTRATIONS OMITTED]

Institution: Provident Bank, Baltimore

Assets: $6 billion

Agency: PSB, The Superstore, Calif.

The objective of this direct mail campaign was to promote an increase of fixed-rate home equity loans and variable-rate home equity lines of credit. A secondary purpose was to deepen the customer relationship base.

This campaign cross-sold the bank's other services by offering a discounted home-equity rate for customers who also participated in the bank's new Benefit Banking program (which includes a checking account, direct deposit and debit card).

The target market was segmented into...