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Generating
Deposits From "D" Households
ISSUE:
Need Deposit Growth
OBJECTIVE: Target "D" households who will likely bring more deposits to the
institution
TACTIC: Target Multiple Service / High Balance "D" households (2 or more services and $10K or more in balances) who are Low Income Depositors, Middle Income Depositors, or Upscale HHs and market CD and MMDA products.
Find
"D" households with propensity to
be "Loyal"
- Find
High-Balances "D" households
(total balances greater than $10,000),
or
- Find
households with an active checking
account (direct deposit or 15+ checking
transactions/month)
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Non-Loyal
"D" households are subject to the
"Up or Out" Fee Tactics |
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Promote Long-Term CDs (3+ years)
- target to CD HHs
with no maturing
CDs and over $10K
in core deposits
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Pay $50
bonus for new checking account
- target
non-checking HHs
- require
direct deposit
- target
HHs within 3 miles of branches
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Pay
$50 bonus for new checking account
- target
non-checking HHs
- require
direct deposit
- target
HHs within 3 miles of branches
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| Offer periodic bonus rates on CDs to HHs with $15K in core deposits |
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Promote High-Rate MMA
- target HHs with
savings balances
less than $5K
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Promote
Alternative Investments
- target
to HHs with recent $15K+ increase in
deposit balances
- target
high balance MMA households
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