Epsilon and KeyBank Recognized by ABA Marketing Network as 'Best of the Best'; Award-Winning Marketing Solutions Attract and Retain Small Business Clients

Business Wire, Oct 22, 2001

Business/Technology Editors

BURLINGTON, Mass.--(BUSINESS WIRE)--Oct. 22, 2001

Epsilon, a leading marketing solutions provider, has been awarded the "Best of the Best" from the American Bankers Association (ABA) Marketing Network for the small business prospecting initiative developed for KeyBank, a subsidiary of Cleveland-based KeyCorp (NYSE: KEY). This initiative, which comprised a three-part communications stream that provided Key's small business relationship managers with the tools necessary to acquire new clients, won the "Best of the Best" award for its creative strategy and innovative design in the direct mail category.

Two additional marketing initiatives created by Epsilon received Certificates of Excellence from the ABA Marketing Network. These initiatives were Key's small business CPA referral program and Small Business Online Solution Center retention program.

"Over the course of our six-year relationship, Epsilon has delivered direct marketing strategies and programs that produce significant results," stated Karen Haefling, chief marketing officer, KeyCorp. "Epsilon is a valued partner in helping us reach our goals with results-driven, award-winning direct marketing initiatives as we continually strive to achieve customer-driven excellence. The awards from the ABA exemplify Epsilon's superior creative and communications capabilities."

"Key's powerful brand is the cornerstone for the creative work we provide," stated Karen Dobbs, vice president, creative director, Epsilon. "When developing the creative for Key's marketing programs we strive to communicate the company's innovation and customer commitment while engaging the client by highlighting relevant financial solutions, not simply financial products. We are proud that the ABA Marketing Network has recognized the work we do for KeyBank but, more importantly, that our work produces significant results for Key."

As the agency of record for KeyBank's consumer direct marketing activities, Epsilon's services include strategic marketing consulting, creative development and creative execution.

"Best of the Best" Award - Direct Mail Category

KeyBank's small business prospecting program developed by Epsilon automates the administrative activities inherent in a direct mail program, allowing Key's small business relationship managers to focus on prospecting and relationship building activities.

Certificates of Excellence - Direct Mail Category

Epsilon's award-winning CPA referral program enables Key to cultivate relationships with Certified Public Accountants. Epsilon developed a direct mail package that includes rewards of 5,000 air miles or a $100 donation to the Make-A-Wish Foundation to raise awareness among CPAs about Key's small business products and services. Epsilon's second Certificate of Excellence was received for launching Key's Small Business Online Solution Center (www.key.com/smallbiz/sbsolutions). Epsilon developed an introductory package with an offer intended to encourage online involvement.

About the ABA Marketing Network

The ABA Marketing Network (formerly the Bank Marketing Association) provides marketing education and information, professional growth opportunities and networking resources to more than 1,600 members from the United States and across the world. This year's Advertising Awards competition drew hundreds of entries from the print, television, radio, direct mail, multimedia and website categories.

About Key

KeyBank is a subsidiary of Cleveland-based KeyCorp (NYSE:KEY), one of the nation's largest multiline financial services companies, with assets of approximately $86 billion. Key companies provide investment management, retail and commercial banking, retirement, consumer finance, and investment banking products and services to individuals and companies throughout the United States and, for certain businesses, internationally. The company's businesses deliver their products and services through KeyCenters and offices; a network of approximately 2,400 ATMs; telephone banking centers (1.800.KEY2YOU); and a Web site, Key.com,(R) that provides account access and financial products 24 hours a day.

About Epsilon

Epsilon is a leading marketing solutions provider. Possessing unrivaled marketing experience, deep understanding of customer behavior, and high-level analytics, Epsilon integrates best-of-breed applications to drive customer acquisition, retention, upselling and cross-selling. Epsilon's services span marketing objective setting and planning, database design and management, data mining, website design and deployment, online and offline campaign management, and direct response and marketing communication strategic counsel. Visit Epsilon at www.epsilon.com.