Surety Bank

Surety Bank was a small, local, four-branch bank that competed in a crowded financial services market. Its one advantage was size — it was small and therefore the kind of old-fashioned institution where they remembered your name. Its attitude was relaxed, friendly, an easy place to do business. However, most financial advertising is pompous, stodgy, boring and unbelievable. Not Surety’s.

Surety Bank Mailer 1 For various promotions we framed Surety’s messages in ordinary terms — words the audience knew and understood.

The top mailer in the spring promoted no-points, no-fee loans in an unusual fashion. It drew a better than 10% response.

The bottom mailer, following up in the fall, did the same — with similar results.

Surety Bank Mailer 2

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