LaSalle’s strategy was based on having the “Hottest Rates in Town.” It was implemented with a consistent copy message and a one-image graphic look on direct mail and a POP Kit with internal and external materials. Outdoor vinyl banners directed consumers to a website for information on the “Hottest Rates” on home equity loans. Direct mail was targeted to consumers who lived within each branch’s zip code. LaSalle’s 10,700 branch employees/tellers received promotion details plus a box of red-hot candies.

LaSalle’s incremental applications for home equity loans increased to 46.4% and was so successful the promotion was extended for two weeks. The direct mail generated traffic for the branches, the POP drove home the “Hottest Rates” message within the bank and the outdoor vinyl banners featuring the website address helped increase applications. The bank tellers and employees understood the promotion as documented by a 911 of them making applications of their own.