Paragon Commercial Bank hired Regency to help it promote its residential mortgage program. Paragon prided itself on the personal relationships it developed through its unique private bank offerings but was frustrated that many prospects and clients were not fully aware of the extent of its offerings. Marketing and customer support resources were limited, so there was great demand in prequalifying clients based on services that were relevant and desired. Other broad marketing efforts had proved expensive and ineffective in past campaigns so a new multichannel, multitouch approach was welcomed.
The recommended solution was a four-part variable-data direct mail campaign combined with a personalized web page (pURL) and white paper. The pURL presented a brief survey to qualify the respondent’s desire for financing a new home or refinancing and offered an informative white paper.
The judges liked the chronology of the campaign and that it used content marketing. The judges thought it was a well-planned multi-touch campaign and coordinated effort. Additionally, they complimented the level of variable printing and creativity of the envelope.