"“Most other service organizations are supporting boomers,” notes Kent Jesse, vice-president marketing and development for PCCU. “This [25-34 year olds] is our tomorrow’s market and we really wanted to start positioning ourselves.”

 

The direct mail goal was to attract this young audience’s attention and begin to establish a long-term relationship that would pay off in the future when they were ready to invest. A secondary objective was to elicit a 20 percent response rate from these 1,037 members and increase their immediate investment activity."


by Diane Luckow