Catalyst (Rochester, NY), First Niagara Bank to Speak at Direct Marketing Association’s DMA2012 Conference & Exhibition

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Catalyst, a direct and digital marketing agency, will present a case study at DMA2012 with First Niagara Bank detailing bank’s successful integrated customer acquisition strategy.

Karen Menachof, Chief Client Officer, Catalyst

Karen Menachof, Chief Client Officer, Catalyst

Most people are not so dissatisfied with their current bank that they’re willing to move. The fact that First Niagara was able to break through those barriers is significant.

Catalyst today announced that they have been selected to speak at the Direct Marketing Association’s (DMA) DMA2012 Conference. DMA2012, the Global Event for Real-Time Marketers, will take place on October 13-18, 2012 at the Mandalay Bay Convention Center in Las Vegas.

The session, titled “Overcoming Inertia in Retail Bank Marketing,” will consist of a case study outlining the agency’s successful integrated cross-channel customer acquisition program for First Niagara Bank. The integrated program, which offered free ATM access nationwide, included advertising, direct mail, personal URLs (PURLs), search engine marketing (SEM), retargeting banners, and home page banners. It was launched in July 2011 and exceeded its goal by 129%.

To launch the program, Catalyst also built the branch consumer footprint, developed wallet share indices, developed prospect targeting models for testing, and performed post campaign analysis to improve the effectiveness of marketing spend.

“Acquiring new checking customers is hard,” said Karen Menachof, Catalyst’s chief client officer, who will present the session. “Most people are not so dissatisfied with their current bank that they’re willing to move, and competition is heavy. The fact that First Niagara was able to break through those barriers is significant.

“This program is an excellent example of how advertising, direct marketing and digital marketing can work together to identify and cultivate the most valuable customers, deliver a seamless customer experience at all points of contact, and make it easier to establish a long-lasting relationship,” she said.

First Niagara Bank will also participate in the session. For conference information or to register, please visit

About DMA2012 Conference & Exhibition

The six-day DMA2012 Annual Conference & Exhibition is the world’s largest gathering of cross-media/channel marketing professionals, featuring keynote presentations, educational sessions, roundtables, case studies, white papers, and research reports, along with hundreds of exhibiting companies. The event is sponsored by the Direct Marketing Association (, the leading global trade association of businesses and nonprofit organizations using and supporting multichannel direct marketing tools and techniques.

About Catalyst

Catalyst ( is a direct and digital marketing agency that helps clients acquire, retain and develop long-term relationships with their customers. We combine intellectual curiosity and inquisitiveness with hard-core analytics, deep customer insight and a measurement mindset to take the guesswork out of marketing decisions. We call it Science + Soul. Headquartered in Rochester, NY, our clients include AAA, Assurant Health, Eastman Kodak Company, First Niagara Financial Group, GE Capital Retail Bank, Heraeus Kulzer, Neff Motivation Inc., Oreck, and Valvoline, among others.

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