Campaign Connects to Culturally Changing Community.
First Federal Bank merged with a Bay View Federal and the merger that connects the two banks was great news for both organizations.
Bay View Federal had no checking accounts and was primarily a CD based deposit institution.
First Federal was excited about the Bay View market because this market was becoming the new “Wrigleyville” of Milwaukee.
The old Bay View community was undergoing a tremendous cultural transformation for the better and was growing again. There were no other community banks located in the territory.
The original marketing challenge was to find a way to keep as many of the current depositors as possible, while building deposits with the new professional, millennial consumers who were moving into Bay View.
However, after using the current First Federal brand messaging and checking acquisition tactics in Bay View, it just didn’t seem to be paying off. The current brand messaging was working well in their other four branches, but not producing the same results in Bay View.
What was missing here? Could the strategy and tactics be wrong? Was it the messaging? Did we have the right offer? Or was the media mix missing the target? Leap had to come up with some new creative solutions that connects with the Bay View residents.
We took a step back and decided it was a little of everything that needed to be fine tuned. We needed messaging that connected to the new target audience and needed a media buy that would reach that target in the key areas of Bay View where everything was happening.
The agency recommended a new creative campaign, a new media approach and customer acquisition tactics.
Ready. Tech. Go! Bay View Campaign
The agency and client looked at new account openings during the campaign the branch has had great success with this new campaign. The creative and media plan did a great job of connecting with the new customer base in Bay View. The client is more committed to this program than ever and has increased their local sponsorships of community oriented events.
If you would like to learn more about how you can connect with this tough and elusive target, give us a call. We’ll be glad to present a case history of this successful campaign and discuss the challenges you may be facing. Drop us an email or give Laura Bonesteel a call @ 262-436-4080.
