Relax!" 

121 Marketing Resources and First Federal Savings Bank in Indiana, are cheering the first returns on an integrated campaign for the bank's new Freedom checking accounts.

Jennifer Southers, First Federal's Vice President of Retail Services, reports that consumer response to the campaign is better than expected.

Prior to introducing the new account, the bank was averaging 69 new checking accounts per month.  The first month after the new product and campaign was

introduced saw the bank open 148 new accounts (the goal was 125).  The results have caused the next month's goal to be raised to 160 new accounts.

The integrated approach:

The client and 121 Marketing Resources coordinated the campaign which included media advertising, collateral material, direct mail, point of purchase, and sales training.

The advertising campaign included:

*   Page-dominant 4-color newspaper ads featuring account benefits and a free gift for opening a new account

*   Outdoor advertising (30-sheet boards) in all the bank's markets

*   Radio advertising schedules on Ft. Wayne's #1 and #2 stations (AMand FM) as well as lesser schedules on individual community stations

Self-mailers delivered to prospects in all of the bank's communitiesfeatured the new Freedom account and offer as well as the bank's other checking plans.  Several mailings will be made throughout the rest of the year.

Sales training included staff meetings, incentives, role-playing exercises and a campaign kick-off rally.

We applaud First Federal's marketing staff for their planning and foresight for this successful and exciting program.