Fifth Third:
Home Equity Acquisition

Replacing mass advertising with "smart" direct marketing yields ongoing success.

Fifth Third's traditional mass advertising methods weren't delivering the returns that Fifth Third desired. Through a year-long plan focused on existing customers within Fifth Third's footprint, Heinrich orchestrated response models, data enhancements, copy tests, creative/envelope tests, targeted message tests, pre-recorded voice blasts, and re-mails. Ultimately we provided insights and key learnings into the best way to grow Fifth Third's home equity revenues in a competitive environment.