First National reached out to BKM to improve marketing effectiveness for a co-branded small business credit card offering, focusing on healthcare segments. The credit card portfolio lacked a number of data elements that could create better targeting, visibility and profitability to the direct marketing efforts to these prospects.
BKM worked with the First National product team to outline portfolio drivers to test that could be impacting a plateauing response rate. In that the core offer was consistent across all segments, BKM worked with First National to identify optimal sub-segments based on industry, revenue potential and loyalty factors to the co-branded company. Based on the analysis, BKM was able to develop a targeted and personalized direct marketing strategy with new timing for touchpoints which decreased overall program costs while delivering response rates at or above previous campaigns.