Product Goal:  Generate Equity Loans/Lines of Credit 

SEGMENTS:
Upscale
Middle Market

PROFITABILITY RANK:
D, E

STEPS:

• Target Upscale (Under 55) and Middle Market "D" or "E" HHs Who Have No Equity Credit Product Relationship Currently

• Direct Mail a No Fee Equity Credit Offer
  (Offer Best Rate for $25,000 Draw Down or Balance Transfer)

• Follow-up with Telephone Call
  (Call Center Staff or Branch Representatives)

MARKETING TARGETS FOR Equity Lines:

Product-to-Product

• New Auto (134)

• Platinum (151)

• IRA (157)

• Mortgage (171)

Upscale Segment(s)

• New Auto (159)

• Platinum (194)

• IRA (229)

• Mortgage (201)

Credit Driven Segment

• New Auto (109)

• Platinum (119)

• IRA (129)

• Mortgage (123)