Pelican State CU

At the beginning of 2019, Capital One closed many of its physical branch locations in Baton Rouge. Realizing that this would leave potentially thousands of residents without access to a physical financial institution in their area, Pelican wanted to take advantage of this opportunity by advertising to those in the area around its branch that there were local, friendly, smiling faces at a full-service branch ready to serve them. We wanted to do this by creating a campaign than created awareness of our Baton Rouge at Mid City branch location, which is in close proximity to the closed Capital One branches.

Our goal was to create a visually compelling mail piece that would stand out from your normal envelope or postcard offer in your mailbox. The mail piece needed to be eye-catching and have a call-to-action bringing them straight to our Mid-City at Baton Rouge branch. To do that, we offered a gift to anyone that brought in his or her postcard to our branch.

The target market for the Mid-City mailer was recent Capital One members that were upset about the Baton Rouge branch closures. These were residents without a financial institution with a physical branch in their town that we wanted to bring to our Baton Rouge at Mid-City branch. This gives members the option to switch financial institutions.

We mailed 4,883 mailers to consumers in a 1-mile radius of Capital One’s Mid City location and then a 1-mile radius from their other location on Tom Drive in May 2019. Then, we mailed the remaining post cards to a similar consumer list near the branches in November 2019.