This 60-year-old credit union re-charted as a state bank so it could expand rapidly into new territories and eventually sell public stock. It needed a powerful brand identity and advertising campaign to compete against well-established banks.
Qualitative and quantitative research revealed a unique branding opportunity that was deliverable and able to fulfill an unmet customer need. We developed and implemented clear, consistent messaging at all points of customer contact using TV, radio, outdoor, brochures, direct mail, point-of-purchase displays and print ads. We negotiated a highly-efficient media buy, stretching limited funds for greater exposure than expected. We featured both image-building messages and specific product line promotion.
The campaign supported years of rapid expansion by fulfilling an unmet market need for a unique banking product. Our client leveraged its results into a successful IPO, attracting public funds to fuel even faster growth.