Federal regulations in 2010 required customers to opt in for overdraft coverage for ATM and everyday debit card transactions.

Huntington wanted to obtain the maximum number of opt-in responses to stem the loss of overdraft fee income.

MKP developed a comprehensive year-long communications plan with a series of response-driven mailings to impacted customers.

Five mail packages, supported by online elements, emails, outbound calling, statement messages and branch/ATM signage, conveyed an increasing urgency to respond to avoid interruption of service.

Pro-customer message garnered outstanding results.