The client is a regional bank located in the Southeast United States, was looking to position itself as the premier regional banking choice for personal checking options in the Southeast. The bank also sought to support efforts in growing the number of new checking accounts.
After completing a discovery process with the client, we decided to launch an IP Targeting campaign that would complement a targeted direct mail program. We built a one month IP Targeting Campaign in selected regional areas to a targeted segment of the bank’s direct mail list. The campaign was centered around new checking or business account acquisitions driven to a vanity URL that was created for the campaign and installed with Google Analytics for tracking purposes.
The IP device marketing added just 5.83% to the total campaign budget but yielded a 70% increase in overall performance.