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Client: Loan officers of Mid-America Bank

Objective: To help individual loan officers of the bank retain previous customers for further business opportunities.

Strategy: Send a monthly communication of some sort to previous customers every month for five years. These communications are designed to (1) sell new products, (2) encourage customers to pass on the loan officer's name to other prospects, (3) build customer loyalty to the officer and the bank.

Some months these mailings are just a letter or a die-cut mailer and sometimes they include a gift. This mailing was one of those. It was a tri-fold that thanked the customer for their business and when they presented it at their local branch, would entitle them to a FREE barbeque set. It was designed to be signed and sent out by individual loan officers to help them retain their clients.

Results: MidAmerica Bank mortgage customers were impressed with the program and often expressed their appreciation of the Bank's efforts on their behalf.