Brandtailing Strategy Drives New Branding Campaign.
The world of community banking has been a long haul for most Financial Institutions over the last three years. First Federal Bank of Wisconsin was no exception. By sticking to their knitting and hard work, they were ready for a new marketing approach to begin growing deposits and loans after a long hiatus.
They asked Leap to help them create a revitalized and differentiated approach to accomplish this goal. During the “quiet time”, the bank was busy building a strong online, mobile banking and ATM access platform. They remodeled and moved to a new headquarters facility and needed a fresh branding approach to begin capturing their market share. Leap proposed a new tagline for the bank to launch the next phase of their roll out effort….The Freedom to Bank Smarter.
Leap also recommended that First Federal utilize a “brandtailing”, multi-media approach to launch two new checking accounts that were created as relationship banking entrees. Using the Leap process of Advanced Integrated Media Marketing, (A.I.M.) the campaign media was geo-demo targeted around each of their branch locations.
The new campaign creative addressed consumer’s desire for more trusted banking,without sacrificing the the banking services they enjoyed at their larger banks. Smaller Bank and Bigger Advantages is a fresh, engaging creative approach that included new cross sell branch merchandising.