Reframed a requested letter campaign into a high-impact executive event and dimensional mailer that helped Commerce Bank re-engage top-tier prospects and drive meaningful sales conversations.
The Commerce Bank executive sales team needed a way to engage high-value prospects who had been largely unresponsive to traditional outreach. The initial ask was for a letter campaign, but early conversations revealed that a standard mailer wouldn’t be enough to break through or reflect the value of the audience.
What I Led
Identified the gap between the original ask and the real business need during kickoff
Partnered with the sales team to shift the strategy from a letter to an experience-driven approach
Helped shape the idea of a hosted event tied to a St. Louis Cardinals game
Developed a dimensional invitation built around Commerce Bank’s “Challenge Accepted” theme
Designed a clear call to action focused on attendance and engagement
Led creative direction and production of the mailer supporting the event
Results
The event sold out, reaching capacity with qualified executive prospects
Engagement exceeded expectations, with demand strong enough that internal leadership could not attend due to space constraints
The sales team reported closing a significant number of deals following the event
The program contributed to millions of dollars in new business, according to Commerce Bank leadership
When the audience is high value, the experience has to be as well.
Sometimes the right answer isn’t better messaging, it’s a better moment.