Case Study: Penn Community Bank achieves stronger checking acquisition and deposit growth with Deluxe Data-Driven Marketing

Penn Community Bank’s new customer acquisition strategy A Focused Approach

Penn Community Bank worked with Deluxe to address an aging core customer base and the need to grow household relationships, core deposits, and digital banking usage while appealing to multi-generational households. The bank needed a trusted partner and a more effective way to reach and acquire new checking customers, especially as COVID-19 disrupted its marketing plans.

Deluxe’s Data-Driven Marketing platform provided customer segmentation beyond age, broader data targeting, and a multi-cycle direct marketing approach focused on new-to-bank households. The program created benchmarks for evaluating acquisition KPIs such as lift over control, ROMI, incremental accounts, and account profitability, and gave Penn Community Bank visibility into post-campaign behavior and cross-sell opportunities. As a result, the bank saw measurable overall checking performance, improved campaign efficiency, and plans to expand direct mail from one or two mailings a year to four.

Penn Community Bank

Bernard Tynes

Director of Marketing