PERRY BALLARD INC.

• Position: Business communications firm - Brief Article

Profile

A business communications firm specializing in "communications with insight." The company analyzes markets and creates a message programs to connect a bank emotionally with its customers and prospective customers.

Case study

Civitas Personal Banking Department (now Fifth-Third Bank) requested a mailing with a premium for receptionists of doctors, attorneys and other professionals with limited time to manage their own finances. The mailing was to encourage those "gatekeepers" to permit an officer to call and introduce Personal Banking services to their high-income bosses.

Full schedules and a disinclination to "talk to a banker" (not their current banker) made it difficult to gain an appointment.

Completely bypassing the "gatekeeper," the company sent...