Citizens Bank: CPA Popcorn Premium Direct Mail Program

Citizens Bank, with the endorsement of the Pennsylvania Institute of Certified Public Accountants (PICPA) has developed a special banking program for CPA firms in the State designed to help them, their employees, and their clients with an array of banking services designed to provide savings, convenience and service.

Because the Bank had low penetration in this market segment, program objectives were to leverage the PICPA endorsement, convince CPA firms to switch banking relationships, and generate new accounts. Plus time the introduction right after tax season so that CPAs would be less distracted and more focussed on the features, benefits and added value.

In order to capture attention, build dialog, and create positive awareness, we developed a baseball-themed creative strategy designed to leverage all the energy and excitement centered around the launch of Citizens Bank Park, the new home of the Philadelphia Phillies baseball team.

The program was introduced in May 2004 using dimensional direct mail that targeted senior partners in PICPA member firms. The mailing featured customized popcorn tins and messaging promoting the benefits of the program. All creative - including the popcorn tin art - was designed by Princeton MarkeTech and fulfilled through The Popcorn Factory.