CASE STUDIES

Financial Services
Over the past several years, customer relationships in the financial services industry have been characterized by one driving theme — increasing complexity. Financial companies are selling more complex products to more complex organizations and households through more complex channels. The increasingly competitive environment means that working with customers is no longer simple or straightforward. To succeed, banks must hone their cross selling activities and ability to understand and respond to all customers’ needs.

PHAEDEAUX, LLC created ongoing marketing programs based on the following strategies customized to meet the needs of community banks and other financial services clients:

• Cross-sell strategies
• New deposit account acquisition marketing strategies
• Customer Activation/Retention strategies
• Wealth Management seminars
• Insurance turnkey programs
• Third Party Merchandising Programs
• Bank-at-work programs
• Credit/Debit Card add-on programs
• Strategic Partnerships, joint ventures, tie-ins
• Financial Planning seminars
• Newsletters
• Statement inserts and messages
• Customer cross-sell merchandising programs
• Cause-marketing programs
• Sales support/promotions programs
• Client retention and portfolio management

Results:

• Exceeded FY net revenue goals by 200%
• Increased response by 28% at a savings of $1.5MM
• Achieved profitability and efficiency ratios by 33% – 50% through testing and consolidation of sales and marketing processes

ACCOMPLISHMENTS

• Created the strategy and developed the processes for product development and direct response marketing programs that exceeded FY net revenue goals by 200%
• Managed the development, scheduling, implementation, tracking and reporting of multi-million piece direct mail campaigns that increased response by 28% at a savings of $1.5MM
•  Achieved profitability and efficiency ratios by 33% – 50% through testing and consolidation of sales and marketing processes
• Developed and executed a successful CRM database marketing segmentation strategy to cross-sell insurance and investment products to existing Bank One retail deposit, loan, and credit card banking customers via direct response, online, and point-of-sale
• Developed quarterly client marketing and retention programs to reduce cancellation rates by 10% and generated $1MM in incremental revenue
• Developed and launched travel rewards and loyalty programs that increased activation and usage from 35% to 65% across the portfolio
• Managed product development, marketing, sales support, and operations of annuity products that generated over $3 billion in sales through retail banks
• Built and expanded the business planning division of 504 Bank to secure over $100 million in investment funding in eight months generating a lead conversion rate of 35% and over $150,000 in incremental net fee-based revenue
• Developed an interactive contact management strategy that increased B2B lead generation and sales closures for a CRM service provider
• Developed and executed weekly press release and editorial article placement campaigns that: increased the client base for an international legal firm, generated increased book sales and interviews for a motivational speaker, was picked up by more than 144,000 journalists for a Physician’s tax accounting website
• Developed and placed cost-effective print ads that exceeded lead generation goal by 20% for 401K rollover loan program at a 15% ROI