THE OBJECTIVES
We were hired to launch a new branch with a new deposit dollar volume target, to increase the number of new accounts from existing branches, and to increase new deposit volume for existing branches.

THE STRATEGY
We developed a Strategic Marketing Plan which introduced a new positioning statement and brand identity to change the lack of community awareness and to strengthen the bank’s perception. We focused on messaging that properly reflected their key strengths within their branches Primary and Secondary Markets. Most importantly we developed a public relations and media plan (which included internet marketing) that provided consistency and continuity for Profile over the whole 12 month fiscal year. In all instances we used real people (bank employees and bank customers) to deliver our messaging.

THE RESULTS
Profile Increased new accounts by 70% over previous year and new deposits dollar
volume by over 140%. We increased awareness scores of Profile products and
services to 43% from 17%. Furthermore, the launch of the new branch generated
more new deposit dollar volume than the combination of all branches the previous year.