Case Study: Union Bank

BETTER BANKING NUMBERS IN A RECESSION

The case of Union Bank

Union Bank had a well developed brand but was seeing limited results from its marketing programs. Wayfinder was brought in to change that; to engage prospects to meet with bankers to assess their needs during this financially challenging time. Using print, direct mail and in-branch events, plus a focused online program of search and email, we targeted three distinct segments: affluent families, boomers, and retirees. After six weeks, weekly lead conversions increased more than ten times. Cost per conversion was reduced 93% due to adword and adgroup optimization.