MILLS FINANCIAL MARKETING.

Profile

Mills Financial Marketing specializes in comprehensive and integrated marketing for financial institutions. Does pre-campaign research as well as post-campaign tracking.

Case study

After a year of nonstop loan promotions--primarily first mortgages and equity loans--our $1.2 billion Colorado-based client made a frantic call. "We need $7 million in deposits now," was the message.

Due to the tight time frame and competitive environment, the company went retail. The company saturated the media with teaser ads using leap year, Feb. 29, as "the day." The creative asked: "How high can your CD rate leap? Find out Feb. 29!" Market speculation was intense about an offering only available for 12 hours. On Feb. 29, we ran two spot-color, 48-column-inch newspaper ads. Consumers began lining up at branch offices at 6 a.m. By mid-morning we were at $4 million. The client called us hourly, shrieking the latest numbers. At the close of day, we had garnered $11 million.

Depositors were tracked and a relationship CD developed to minimize maturity roll-off. Single-service customers were identified and piped into the company's relationship management system. A second wave was developed to gather lower-cost deposits after the initial promotion.

Now the company is helping the client hawk loans.