Digital Advertising Campaign Helps Reposition Community Bank.
First Bank Financial Centre located in Oconomowoc, Wisconsin had been growing their business in Southeastern Wisconsin since 1859. After investing heavily on online and mobile banking technology, it was time to reposition this community bank for the future and leverage their technology investment to acquire a younger customer base.
The digital banking landscape has been changing rapidly with national banks, credit unions and fintech firms radically improving their technology offerings. But when the COVID-19 pandemic hit, the consumer demand for sophisticated, easy-to-use digital banking accelerated tremendously.
Bank Five Nine was planning this new brand repositioning for a couple years. Those efforts included determining and testing a new brand name, brand voice, tagline and also a new logo.
According to J.D. Powers, how current bank customers learn about a name change can have a significant impact on existing customer retention. Bank Five Nine understood this and had been working hard at communicating their new name to their customers using a multi-channel media and communications approach. Since the Bank Five Nine marketing team felt comfortable that this name change would be well accepted with little, if any, negative impact, it was now time to build awareness with non-customers and prospects.
The Leap Strategic Marketing Challenge
The original launch plan needed to change due to the significant impact the COVID-19 pandemic had on many components of their original communications program. Leap proposed a digital advertising campaign strategy that would not only introduce the new name, but position Bank Five Nine as a superior online banking option.
Our media services team developed a programmatic digital media plan that included digital display banner ads and online video that was geographically, demographically and contextually targeted to the Bank Five Nine target audience.
The creative imagery and messaging was designed to position Bank Five Nine with younger prospects. It was also to compete directly with other banks, credit unions and fintechs and leveraged their new banking technology services and state-of-the-art online account opening capabilities. New customers could open a new checking account in less than 5 minutes.
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Leap used an online video strategy to build three 15-second spots that integrated the display imagery and messaging and brought the Bank Five Nine positioning to life.
Leap tracked campaign metrics using Google Analytics and the agency’s custom campaign dashboard. Over the course of the campaign, the landing page became the third most visited page on the website. Digital display ads generated a click-through rate of .30% while the 15-second pre-roll videos had 100% completion rates 880,000 times and generated a click-through rate of .13%.
If you would like to learn more about the Bank Five Nine launch campaign, contact us at 262-436-4080. We would be happy tell you more!
