SITUATION
North Shore Bank is a regional bank covering Eastern Wisconsin and Northern Illinois. North Shore was looking to expand their business acquired through home equity loans and lines of credit and wanted to take advantage of the fact that they were able to continue lending money at attractive rates.

GOALS & OBJECTIVES
- Increase awareness of North Shore Bank’s home equity products
- Increase total assets in the Home Equity category
- Maintain a marketing cost per loan level of $300 or less

IMPLEMENTATION
Boelter + Lincoln developed a new brand, tagline and look for North Shore to differentiate it’s ads from other bank ads. The Home Equity campaigns included print ads in targeted newspapers and radio spots on networks in the Milwaukee, Green Bay and Appleton markets.

RESULTS
- 37% increase in pageviews to Home Equity section of NSB Web site vs. the previous year
- 2,600 loans opened, surpassing the goals set for the year and for outstanding balances on those loans
- Maintained a marketing cost per loan level 60% below goal