In a world where everything seems to be digital, it was decided to take a more traditional, personalized direct mail approach to let small business owners know that Kearny Bank offers express business loans. The targeted audience were CEOs of small to mid-sized companies. The upscale pen was customized to have each person’s name on it, rather than simply branding it with the Kearny Bank logo. Who doesn’t love seeing their name on things? The ROI on this marketing effort was 300%, proving that the right marketing channel makes all the difference.
This work was produced while employed as Creative Director at CI-Group.