First Western: Turn On the Light

A lot of retirement plan providers bury their fees inside the 401k plans they prepare — which often means you earn less on your investment and they earn more. It’s a hidden secret they don’t want you to unveil. But that’s exactly what we did for business owners who First Western Trust wanted to target. More than just telling the story that First Western doesn’t have concealed fees like the other guys, it was mandatory to do it memorably. Upon first interaction, the direct mail piece we created features only four visible words: “Turn on the light.” Shining the black light included with the piece on the page reveals the rest of the once-invisible text — and exposes the whole story about this all-too-common hidden practice, as well as the answer to avoiding it: by partnering with First Western.