This study aims to determinate and to explain the cost –benefit relation as a consequence of the implementation of a new communications strategy in AGROBANCO’s central rainforest zone from 2014 to 2015. To achieve the research’s targets, all the financial reports related to the bank activities over the studied zone during the years of study were analysed. On the other hand a qualitative study, based on Lickert questions survey technique, over a sample of 67 workers representing the executive staff of the bank (Total population = 369), in order to research the key factor of the communications strategy that affect positively the profitability. The result of this study shows that the bank profitability is af fected by non- performing loan rate and both, incoming and outgoing performing rate. The found non-performing loan rate corresponding to 2014 was 1.60%, however for the next year (2015) this rate showed an important drop to 0.90%. Meanwhile the bank’s performing loan rate (for customers) stayed on the same amount during 2014 and 2015. (18.93% and 18.80% for both). The profitability analysis showed a return rate (Based on total amount of loan) of 4.60% for 2014, and 6.19 for 2015 followed by an important increase of the profits of 3.15 million of dollars. The most profitable offices in the central rainforest zone of AGROBANCO were Pichanaki and Villa Rica for 2014, and Pichanaki and Oxapampa for 2015. The survey analysis showed that the key factor of the communication strategy were (p<0.05): The performance of the old strategy, marketing and communications, and human relationships. The outcome of the cost-benefit analysis was that investing S/ 97 222.22 results in a return of S/3 150 000.00, with a rate of 30.98. Finally, the return of 2014 (12,219 miles of Soles) is statistically greater (p<0.05) that the return of 2015 (8.172 miles of Soles) according to the total incomes and taxes
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