CUSTOMER Hometown Bank “The Way Banking Should Be”
It pays to b Hometown Bank is a $204 million mutual bank with
e patient, P branches in Webster, Oxford, and Sturbridge. Founded
eter.
in 1889, Hometown has built its success by delivering on
the promise to always be a bank where names are more
important than numbers. The bank prides itself on the
superior level of customer service it provides and a range
of financial products that responds to customer needs.
CHALLENGE
Deliver a time sensitive refinance offer to
qualified recipients that would produce an
immediate response and deliver both new loan
applications and new core deposits to the bank.
w­interest
to offer a lo
local bank s over.
g for a solid your wait i
een waitin e Peter,
If you’ve b
on a 30­ye
ar fixed ra
te mortgag
PRESORTE
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PAID
AGE
S
The turmoil that engulfed the U.S. economy during 2008
MA 01749
and continued into 2009 brought with it the most challenging
HUDSON,
ork for
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Put your goo
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and reduce y
e payment. nue, Oxford,
MA 01540
business enviroment today’s bank management teams
(4.608% APR eive a $200 credit at closing if ng
31 Sutton Ave
Better still, yo
u will rec
en a Home
town Bank T inimum $5
hecki
otally­Free C 00 have ever faced. Having gained earlier experience with 1:1
you also op deposit or a m o act now.
either direct
direct marketing campaigns, Matthew S. Sosik, President
Account with ot last, s
rate may n
lance. This
monthly ba
y usin g our
Apply toda application at
e
cure onlin etowncoop.com and CEO of Hometown Bank knew there would be
m
Peter Barnu
se af Road
2700 Greenle 1749
w.hom
https://ww s at 888­307­5887. on a
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Hudson, MA
or call u
centage Rat
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opportunities to grow his bank using data and compelling
$#$%&
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payment and 8% was calc ject to your
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20% down APR of 4.60 Rates are sub
creative to deliver a well targeted, well timed offer.
The
out notice. e is required
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change with nge without
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al rate may
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“The Way B
Driving revenue with
Data Driven 1:1 Direct Marketing

399 River Road, Hudson MA 01749
978.567.6000
www.tecdocdigital.com
SOLUTION
Identify prospects that reside within a specified proximity to Hometown branches and have
a mortgage profile that would be attractive to the bank. Produce and deliver a compelling,
personalized direct mail offer in less than one week.
Overall creative and design work for this campaign RESULTS
was provided by Hometown’s agency, Klimavich Within 8 weeks of the mailing 43 qualified mortgage
Communications (www.webmechanic.cc). Using a very applications totalling $9,076,630 were received and
clever play on the theme “it pays to be patient” Klimavich 90 new Totally Free Checking Accounts were opened
used imagery that captured the recipient’s attention and increasing bank deposits by $430,821.
moved the reader directly to the bank’s offer with relevant
personalized text. The bank made a strong offer with a “Whenever we ask our customers what they
very attractive 30-year fixed mortgage rate and a deposit enjoy about banking with us, they always
credit if the recipient also opened a Totally Free Checking cite the high degree of personal recognition
account before closing. Recipients were given the option they receive whenever they interact with
to respond to the offer via a toll free number or to apply Hometown Bank employees. TecDoc Digital
via a secure on-line landing page. If they chose the on- Solutions helped us conduct a successful,
line option they immediately saw a recreation of their dynamic direct mail campaign that preserved
postcard dominating the web page and simply had to and reinforced our high­touch philosophy.”
click on the image to begin the application. Working with Matt Sosik - President and CEO
Klimavich Communications and Hometown’s President &
CEO, TecDoc Digital Solutions researched and procured “Relationship marketing is more than a buzz
a mail list that met the geographical and financial word ­ it’s a way of life for businesses that
requirements most relevant to the campaign objectives. want to succeed in today’s economy. At a time
TecDoc then converted the Klimavich design to a variable when traditional media are falling short, 1:1
template, mapped the variable fields in the design to the direct mail continues to be a reliable part of
proper fields in the mail file, and wrote the conditional the marketing mix. I can always count on
programming to locate and place the data in the correct TecDoc Digital Solutions to provide expert
locations on the postcard. Tecdoc also provided all postal service so I can continue to meet and exceed
presorting, NCOA, and DPV requirements to achieve the my customers’ expectations.”
lowest USPS rates possible for the mailing.! Joe Klimavich - Klimavich Communications
For Further information contact:
David L. Trombino @ 978-567-6006 or
dtrombino@tecdocdigital.com
Providing our Customers with Measurable
Improvements in Direct Marketing Results.