Serving the Unique Needs of Banks

At Splawn & Ward, we know banks. We understand bank sales processes and retail banking tactics. We spent the first part of our careers managing database marketing for large, regional banks. For the past 15 years, we’ve focused on helping banks of all sizes grow by adding new customers and expanding relationships with existing ones.

 

 

A History of Proven Success

Our story began long before Splawn & Ward was born. Back in the mid-nineties, David Splawn and P.J. Ward were managing SouthTrust Bank’s database and direct marketing area. The bank had reams of customer data, but it was spread around disparate systems and largely unused for marketing purposes. The bank had been doing ongoing direct marketing programs that were generating fairly good results. We thought we could do better. So we began to explore the data and found some interesting insights. Certain customer characteristics – such as ownership of certain account types, balance levels, recency of account openings – were more likely to lead to opening of another product or service with the bank. By quantifying these insights and translating them into customer targeting changes, we were able to increase the account open rate of the program by 400%. This was just one example of the many data-driven successes that we implemented while at SouthTrust. We left SouthTrust to start Splawn & Ward, and we’ve spent the last 15 years building similar success for our bank clients.