MARKETING STRATEGY AND IMPLEMENTATION
| Industry: |
Financial Services
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| Client: |
A 145-year old local savings bank with 17 offices.
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| Challenge: |
The bank lacked a strong image due to inconsistent marketing. They realized that the changing landscape of community banking called for an aggressive approach.
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Intervention:
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The Wellesley Hills Group consultant:
- Examined the bank's products, corporate culture, and customers through focus groups and other qualitative research mechanisms
- Discovered that the bank was distinct in its customer service and institutional character
- Focused the bank's marketing on compelling stories, based on actual events, that conveyed a sense of service and distinction
- Integrated the bank's message throughout a host of appropriate communication channels, including newspaper, radio, and direct mail
- Created supplemental marketing material to enhance the messaging, including online marketing, in-branch posters, and other collateral
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Results:
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The bank grew from approximately $600 million in assets to over $1 billion in just two years. |
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Client Comment
"By putting a long term marketing strategy in place, we were able to clearly articulate our message and convey the value we offer. This has clearly helped the bank increase its assets and continue to capture market share."
- Kevin Tierney, Executive Vice President