Harland Clarke Recognized for Database Marketing Excellence
We are proud to announce that Harland Clarke’s marketing services group has received the prestigious Database Excellence Gold Award! Harland Clarke was acknowledged for work with Zions Bancorporation to develop an account holder onboarding program. The international marketing strategy award was presented by the National Center for Database Marketing in December and honors organizations that have demonstrated ingenuity and creativity in using customer data to produce measurable results.
The onboarding campaign — which resulted in a return on investment of more than six to one — was designed to reduce customer attrition, increase share of wallet and drive positive engagement with the Zions Bancorporation brand. It combines insight collected at account openings with Harland Clarke’s statistical analysis and predictive modeling to drive targeted multichannel communications and create immediate customer engagement. During a seven-month measurement period following implementation of the program, Zions Bank generated an average retention rate of 96 percent and an increase in deposits of 40 percent when compared to the control group — exceeding the project goals by more than 200 percent.