Idea bank.

Direct mail

Using a Scrabble Game to Build Bank Awareness

Institution: Alerus Financial, Grand Forks, N.D.

Asset size: $1.1 billion

Agency: d.trio marketing group, Minneapolis

The objective of this campaign was to build awareness of Alerus Trust services among attorneys and accountants and to persuade them to recommend Alerus to their clients.

The marketing agency determined that it needed a way to capture the attention of this sought-after demographic. So, the agency came up with the idea of sending a 3-D package that would stand out in the mail and likely get to the target audience. The premium needed to have longevity as either a pass-along or an item that would stay on the attorney's desk or credenza.

The agency came up with the idea of a Scrabble game and theme. The piece would stand out in the mail and was certain to be opened. The agency was able to brand two of the components--the pencil and the tile bag--with the Alerus logo. In addition, there was a letter in the package that educated the prospect on Alerus Trust services and an insert that introduced the members of the local Alerus Trust team to the recipient. Variable data was used to direct the person to the right adviser and maximize the personalization to the attorney.

This package set the stage for the Alerus Trust Advisors to follow up on this mailing and secure a meeting.

[ILLUSTRATION OMITTED]

Results: Of the 70 pieces that were mailed, Alerus was able to secure meetings with 19 attorneys and accountants to introduce themselves and begin building relationship, which equates to a 27 percent response rate. Even more meetings were pending at the time this report was produced.

Customer Acquisition

Merry Switchmas

Institution: Northwest Savings Bank, Warren, Pa.

Asset size: $8 billion

In December 2010, the bank launched phase two of its "Merry SWITCHmas" campaign that had been first introduced the previous year. Back by popular demand, "Merry SWITCHmas" included character updates and extended offers.

The campaign originated as a six-month-long $100 "I Made The Switch" campaign with special, holiday-themed advertising.

[ILLUSTRATION OMITTED]

[ILLUSTRATION OMITTED]

The bank swapped out "real" customers who had been appearing in its print, radio, TV, outdoor, and Web efforts through the summer and fall for familiar holiday characters for a final campaign push.

The seasonal line-up included Santa Claus, a snowman, a gingerbread man, Scrooge, an elf, and a nutcracker. Each gave a...