"Great Moments In History"
First Data was looking to increase its reach into the Texas market. Targeting smaller community banks, this campaign was designed to highlight historical financial events in banking, and illustrate that First Data offers the services and protection these banks need.
A letter was sent to the bank president, and accompanied by a commissioned illustration of the historical event. The frames were wrapped in paper, so a label on the outside acted as a teaser. A description of the event was included with the illustration.
Target: 100 banks
Open Rate: 100%
Program Cost: $130,000
Cost Per Piece: $650
Each sale was worth about $200,000