THE CHALLENGE
This Midwest community bank sought to establish a position of expertise in meeting the needs and challenges of small and middle-market businesses. The bank was looking to build upon its success in the business banking space while overcoming the perception of being known primarily for mortgage and personal banking.
THE GOAL
This bank sought to generate top-of-funnel inquiries for business relationship banker engagement. The key messaging needed to communicate what set the bank apart from its competitors while highlighting its lead solutions and track record of success. The bank wanted to communicate how it is uniquely suited for businesses that may feel they are not worth the attention of larger financial institutions.
APPROACH
Galapagos developed a multimedia campaign that emphasized the bank’s unique strengths with key messaging communicating these differentiating factors. The campaign launched with teaser messaging on billboards and other outdoor advertising leading prospects to a campaign landing page. Additional campaign elements included search engine marketing, video, direct mail, and in-branch signage. Sales materials were developed in tandem to support the targeted prospecting program set up for the business banking team’s market outreach.
Preliminary tracking has yielded promising results which drive refinements for future marketing:
8% growth in new small business and commercial households
Initial campaign ROI of $4.73
Strong business loan originations, new deposit account openings with associated business services
