Step 1 was to profile current small business clients, developing the initial tool for prospecting efforts then deploy trade area mapping to fine-tune prospecting efforts at a branch level. Step 2 was to select a prospect universe using the combination of client profiling and trade area mapping. Finally we developed high impact communication devices that generated leads. By measuring leads, sales and balances, we could allow for future process enhancements. This program ran in-market for more than 3 years based on success.