Conservative Bankers show their softer side.
Mellon Bank wanted to lose their buttoned-down corporate image and deflect the negative press caused by a recent acquisition and widespread expansion. Check.

Mellon wanted to be seen as a bank with a softer side, to connect with customers on a personal level and more effectively serve customers’ needs. Check.

In addition, Mellon Bank wanted to introduce new and useful products, programs and services while keeping costs under control and increasing return on investment. Double Check.

	Relationship Marketing Program Analysis and Design Consulting Services Program Launch and Implementation Database Mining Contact Strategies Program Management Creative Services Production Management Communications Tools Measurement and Refinement

There it was — every marketer’s dream. A chance to turn a corporate ivory tower into the bank down the street (in the customer’s mind, that is). We set about creating a communications program whose look would warm up their reserved brand identity. We used regionally specific information to reinforce Mellon’s involvement in the community (and improve Mellon’s image). We carefully segmented the audience in order to present products, services and educational articles targeted to the customers’ specific needs (and increase cross-sell ratios). We gently reminded customers of the many benefits of being a Mellon Bank customer (to build loyalty based on benefits not rates). And we were able to save Mellon substantial budget dollars by statement inserting the communications piece (increasing the return on investment).


Stodgy Image: Shattered; Indifferent Customers: Swayed

70 percent of Mellon Bank’s customers found the information in the communications useful.

30 percent requested additional information they read about in the communications.

7 percent of recipients applied for a loan after reading the communications.

9 percent opened additional deposit accounts.