six months of 1995 through new marketing plans, expansion of product lines, and broader geographic reach. here are a few success stories.

*** "When we were building our marketing plan for 1995, our No. 1 objective was to attract and retain loans, and we focused on home equity," said Kirby L. Trumbo, marketing director for Bank One Colorado, Denver. The company used a combination of media ads and direct marketing to increase its home equity volume to $203 million in June 1995, an increase of more than 100% over the level a year earlier. The bank tied its advertising to Denver sports teams, using Rockies coach Don Baylor and Broncos coach Mike Shanahan in its television ads. Bank One also focused on converting customers to 100% loan-to-value, and kept margins up by avoiding teaser rates. The company provides a toll-free Loan-by-Phone service, from which consumers can obtain immediate approval.

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