Bank Boston

This direct mail package pulled 11 times as well as the control. The Private Bank of Boston wanted a lead generation piece for people who have $600,000 or more to invest. This positioned the bank for both affluent and accomplished individuals. The package included an unusual brochure that didn't discuss banking services, but rather the end-benefits. These included "Peace of Mind" and "A Lot of Clout." For a more complete discussion, please see "The Six Blind Men and the Elephant" article.