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Direct Response Package to Increase Usage

SunTrust mailing






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SunTrust Bank

Objective: To get SunTrust credit cardholders to use cash advance checks for large purchases including tax payments.
Strategy: Send out package before April 15 with credit account checks enclosed that could be used to: (1) pay taxes or/and (2) spend on a vacation or other emotionally-satisfying purchase.
Results: Theme of the package was developed because we knew that by the time the package was actually received, many people would have already paid their taxes! However, the envelope was so attractive and the copy so appealing, the response rate far exceeded all expectations. Package was an unbeatable control package for at least three years after the initial mailing.


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SunTrust mailing content 1

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