Halifax - Halifax Student Current Accounts

This paper shows how in a quest to improve efficiency in 2008, Halifax set themselves the challenge of recruiting as many new student current account customers as the previous year, with approximately half the marketing budget.

Halifax – Halifax Student Campaign 2008

Principal Author: Kathryn Ellis - DLKW Contributing Authors: Kristy Halpin - Halifax, Charlotte Wolfenden - DLKW

INTRODUCTION

The Challenge for 2008

Students are an extremely important target audience for banks. Current account switching is notoriously low, as most people stay with the same provider for their entire life. Opportunities to capture new current account customers are few and far between. Starting university is one of the few easily identifiable life events that spurs the need to open a current account. Therefore the eight weeks from A Level results day to the end...

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