Project Specific Results
They say the “proof is in the pudding”…get your spoons ready. Here is an additional sampling of some project specific case studies.
Focus: Heritage Oaks Bank operated as two “sister banks” as the result of an acquisition. The sister bank was primarily a business bank while the primary bank was more retail focused. The Bank needed to redefine itself under one operating name with a clarified brand position and new energy while retaining the client base and momentum of the sister bank.
Momentum: MarketMatch created an internal discussion guide for moderating the strengths of each bank and analyzed usage patterns, client data, and competitive positioning. MarketMatch organized a transition strategy that gained Board approval, executive support, and staff engagement for the transition while ensuring client engagement was fully managed and retention maintained.
16% increase in market awareness (blind study)
7% loan growth
Focus: Increase local certificates of deposit.
Momentum: We created an onsite event that featured product specials for a limited time only. This event was executed on a bank holiday when most other banks were closed and the majority of the local community was not working for the holiday. Communication vehicles included: radio, newspaper, in-lobby, and guerilla marketing.
Results: The four-hour event successfully yielded 31 new households, significant new money, and several cross sales.
Opened 34 CDs, average balance $41,700 (31 new households)
$1.4 million generated in four hours cross selling at event for IRAs, Money Markets, and loans
Focus: Create a new customer acquisition program and toolkit.
Momentum: MarketMatch created a complete program for customer checking acquisition. We developed, managed, and measured the complete customer acquisition program which included a sweepskates drawing, Switch Kits, POS toolkit, and media promotion. Media outlets included: online, TV, radio, print, in-lobby, and direct mail.
Results: Delivered in diverse markets, the program was a groundbreaking achievement for the bank in targeted marketing.
$1.1 million in new deposits
30% increase in word-of-mouth awareness
Focus: Make a splash in a new market with local builders and realtors with a special reception.
Momentum: We crafted a unique, upscale, interactive invitation for key customers and centers of influence that were invited to an event at the Southern Living House. The invitation showcased the exclusivity of the event and captured the bank’s appreciation for the recipient’s role in their success. Event communication also included a timely follow-up thank you card for event attendees with a corresponding design.
Results: Anecdotal comments included a prospective customer saying, “This invitation is going in my scrapbook” and Southern Living said, “Your invitation and entire program is the best we have seen.”:
95% acceptance rate
Four significant new relationships created
Focus: Peoples Bank is a long-standing institution with over 110 years of history yet a mixed level of awareness from market to market. The Bank needed a brand position that engaged all staff and clients, integrated all business lines, highlighted the bank’s strengths, and communicated points of difference to the marketplace.
Momentum: MarketMatch conducted a thorough brand research process including a 750-client/non-client research survey, intensive client and staff one-on-one interviews, a visual tour of all branch locations, touch point assessment, and
complete client usage analysis. MarketMatch also assessed the competitive market, shopped all competitors, and built a 360° data model of the bank’s competitive footprint. MarketMatch engaged the staff in a brand process that was organic and “inside out” to ensure sustainability and effectiveness that formed “one bank” from the previous multiple service silos. The brand position, brand promise, and brand story created translated the bank’s clear differences in terms that were
concrete and relevant. Combining staff learning, mentoring, and brand clarity, MarketMatch worked with the bank to enhance the training and ability levels of the staff to support the brand elements with consistency and repeatability.
38% increase in market awareness (blind study)
11% cross sell increase
17% checking growth
21% loan growth
Focus: Florida Commerce is a growing and influential credit union based in Tallahassee, Fla. They are the largest auto lender in Tallahassee (the state capital) and are innovative leaders in member service. Tying all elements of their strengths together with their forward vision required intensive research, decision support analysis, member attitude studies, and strategy provided by MarketMatch.
Momentum: MarketMatch conducted an intensive research process for members and potential members utilizing electronic, in-person and telephone surveys. Additionally, MarketMatch assessed the competitive market, shopped all competitors, and built a 360° data model of the credit union’s opportunity gaps. From the data, MarketMatch created a knowledge base of the brand and the competitive landscape. Constructing a clear brand position, brand promise, and brand story, MarketMatch redefined the brand in terms that reflected the credit union’s vision and strengths and leveraged the opportunity gaps identified in the research. MarketMatch guided the creative process with the CU’s design firm.
Results: Florida Commerce gained regional attention and publicity for the extent of their brand launch and has exceeded growth targets for both new members and existing members. The brand structure was built with foresight and vision to allow for geographic growth and expansion and with a new foothold in Georgia, the credit union adapted to eventually become First
Commerce in 2013.
Focus: Community West Bank is a relatively young bank (formed in 1986) and is primarily a commercial bank and significant SBA lender with a growing retail presence. The bank needed to redefine itself as a retail bank and create differentiation in a competitive market.
Momentum: MarketMatch conducted a thorough brand research process including a 500-client/non-client research survey, six focus groups, and intensive client and staff oneon-one interviews. Additionally, MarketMatch assessed the competitive market, shopped all competitors, and built a 360° data model of the bank’s competitive footprint. From the data, MarketMatch created a knowledge base of the brand and the competitive landscape. Constructing a clear brand position, brand promise, and brand story, MarketMatch redefined the brand in terms that reflected the bank’s strengths and the market opportunity and created inspirational focus for the staff. Finally, MarketMatch created the new visual brand elements and external communication plan that would clearly reposition the bank in the mind of the client and market.
Results: Community West Bank experienced growth that outpaced the market, unaided awareness increased over 50%, and net household growth increased double digits.