Product Goal:  Generate MMA Dollars 

SEGMENTS:
Upscale
Middle Income Depositors

PROFITABILITY RANK:
Any Rank

STEPS:

• Target Middle Income Depositor and Upscale HHs Who Have Less Than $5K in Liquid Deposit Balances, No Maturing CDs and No MMA

• Offer a High-Rate MMA (A Minimum of At Least $10,000)
          -  New Money Only

• Offer a Rate Premium for Six Months

MARKETING TARGETS FOR MMAs:

Product-to-Product

• Equity Line (119)

• CD (146)

• Annuity (157)

• IRA (159)

Upscale Segment

• Equity Line (178)

• CD (202)

• Annuity (206)

• IRA (198)

Middle Income Depositor Segment

• Equity Line (142)

• CD (147)

• Annuity (165)

• IRA (148)