This newly formed tri-state bank rebranded and renamed four years ago, after merging 2 long-standing locally reputed banks with each having nearly 135 years of history. The new bank has dozens of locations, more than 300 employees and assets in the billions.
For the first two years,, the bank chose to utilize in-house marketing services to create new advertising strategies and media placements, believing that their own staff would accelerate the media buying process, save time and limit expenses. While this was their intent, it was not the result. The bank suffered from stagnant growth and struggled internally to strategically design successful media campaigns.
Realizing the in-house staff maybe missing the mark, over the next two years, the bank hired two separate outside agencies that specialized in the financial sector. Four years after the merger, the bank thought it would be best to evaluate their advertising and rebranding efforts by contracting a well-known consumer research firm. The research firm analyzed several issues, but focused their attention on name recognition. Unfortunately, the results revealed nearly zero name recognition amongst the bank’s demographic, and the existing marketing team was disbanded.
The Client then approached A3 Media and challenged them to bring their unique planning and negotiating methodologies of Micro Market Media® to elevate brand awareness.
- Build trust with A3’s recommendations, suggesting
an entirely new media mix and believing A3’s vigilant
Micro Market Media® tactics would elevate their
voice and result in significant budget savings.
- To create strong name recognition across the bank’s
footprint in less than 6 months.