HOLLISTER, Calif. – Honda FCU has selected Redbeard Communications to develop a marketing campaign to promote its new eStatement service. The credit union is hoping to get solid penetration with its new eStatement service given that 38% of Honda FCU members use the credit union's Internet banking services. To promote the eStatement option, Honda FCU conducted a direct mail campaign, designed by Redbeard, offering free online bill pay service as an incentive for members who register for eStatements. The campaign consists of two direct mailers, a rotating Web graphic, account statement inserts and branch posters. Redbeard designed the direct mail messaging to target two groups of members with checking accounts. Members currently paying for the bill pay service were targeted in order to heighten competition by offering the service for free. Members not using the bill pay service were targeted to draw them into online banking.
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