We know banking.
We work exclusively with community-based financial institutions so we understand your business and the challenges it faces. We see the big picture and with our expert knowledge, we can uncover and interpret opportunity to craft effective strategy tailored to your situation.
Our Market Opportunity Analysis identifies your best opportunities for growth and outlines the strategies to help you achieve it.
Customer Base Segmentation
Growth Performance Measurement
Market Composition Analysis
Growth Opportunity
Competitiveness Audit
Marketing Plan Recommendation
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INSIGHT
First Federal Bank had a strong, market-leading brand in its legacy markets and wanted to expand into the fast-growing Boise, ID, market. Though the Bank had a physical presence in the Boise market for a couple of years already, it had struggled. The current legacy brand had not resonated; the Bank had not defined a distinctive value proposition and promotions had not been successful.
First Federal engaged Galapagos to develop and launch an effective marketing strategy and to reintroduce the Bank in the highly competitive Boise market and lay the foundation for significant future growth.
Galapagos employed its Market Opportunity Analysis as the guiding methodology for understanding the dynamics of the Boise market. The process identified:
Market composition of the current and proposed Boise branch locations
Market potential across various consumer and business segments
Market opportunity by product line and customer segment
Specific segments to target
The primary needs of prospective customers in the market
Key competitors, their performance, and positioning
Required changes to the current marketing mix to optimize its appeal and to better differentiate the Bank
Required changes to the current brand to better engage key prospects and differentiate the bank
An effective marketing plan, including media mix, promotional tactics, and product offers to generate awareness, new business, and support a successful market launch
STRATEGY & EXECUTION
Using data from the market analysis as a foundation, Galapagos developed a market entrance strategy and campaign that differentiated the Bank and aligned it with the best growth opportunities, while still allowing it to remain true to its roots. With a re-invigorated team and a growing brand presence, the Bank is now building on a successful footing for further market expansion.
MANAGEMENT
The results have been robust thus far. Within the first 12 months, the Bank has realized an 11% acquisition rate for new business customers; 24.6% acquisition rate for new consumer households; and consumer wallet share expansion of 1.9% for deposits and 9.8% for loans. In addition, business loan volume generated in the new market is now 3x the loan volume in the Bank’s legacy markets combined.
