This campaign is still running… in the first 2 years, it has generated over 1.7 million impressions and roughly 10,000 clicks were made, and the landing page activity rate of 11.00% ranked significantly above our target range for an integrated campaign (1-3%). The switch-kit received 5,843 pageviews, of those pageviews 1,248 completed the switch-kit. Throughout the course of the first two years of the campaign, 2,561 checking accounts were opened, with at least 48% deriving from the digital efforts set forth in the campaign.
The measurement of the incremental account opening increase due to this newly developed strategy was derived by using historical benchmark checking account openings and comparing them to the number of new checking accounts opened during the same period throughout this initiative.
Based on the data Pannos received from the bank, we calculated (with bank affirmation) that the initiative generated $431,078 in additional income from the collection of checking account fees, interest revenue, interchange fees and the like. A total marketing investment of $82,100 was used to fund this initiative. The bank’s net revenue from this campaign equated to $348,978, or a 425.1% return on their marketing investment.