Challenge
Comerica Bank needed a way to boost acquisition for its mid-market business. With a hard-to-reach target of "C" level decision makers, traditional response rates of around 3% were acceptable, but not stellar. Only a portion of these translated to appointments, with fewer still leading to new business relationships.

Approach
MCorp. worked with Comerica to redefine success, using "set appointments" as a key metric to track, as an indicator of projected business growth. In-depth secondary research helped to better define the market, the audience's attitudes and needs, and the drivers of change. This helped us to answer a fundamental question: why would an otherwise satisfied CEO or CFO move his or her banking relationship? Utilizing this knowledge, we developed an overarching strategy, a fresh creative approach, and performance metrics to track success. This drove a series of direct marketing campaigns integrated with outbound telemarketing and a system to ensure follow-up by Business Development Officers.

Results
Return on this annual campaign continues to drive business success, as a result of our system for performance measurement and creative driven by a better understanding of audience motivators. Along with a series of DMA Echo Awards (three at last count) this campaign has boasted a steadily growing response rate - 7.9% to 13.4% to 16.1%.


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