Leveling the Playing Field
- Campaign
- Brand Refresh
- Client
- Category
- Financial Service
- Tactics
- Integrated Campaign
Objective
For decades, First National Bank (FNB) operated in small communities throughout western Pennsylvania. With acquisitions, mergers and their subsequent entrée into major urban markets, the need to compete with larger, more sophisticated banks became apparent. Additionally, because FNB had little brand awareness in these newer markets, to grow market share, the bank needed to “introduce” itself while not alienating its core, loyal customer base.
Target
Individuals, families and businesses throughout Pennsylvania and eastern Ohio, with special attention to new markets like Pittsburgh, Harrisburg, Wilkes-Barre and State College.
Components
A three-part television brand campaign was launched in 2009 to communicate exactly who First National Bank is, what they value and what their commitment is to the communities where they do business. Slight copy and visual variations were made to tailor versions for Pittsburgh only.
In-branch materials were transformed from basic selling tools into dynamic, contemporary and colorful marketing pieces with limited detailed information that, instead, drove customers to FNB’s website to get complete product overviews. By making the website the primary resource for product information, it also became a more useful tool for bankers interfacing with customers in the branches. Minimizing product information on paper also meant less need to update brochures… a labor intensive and costly process. Not only does this save money but it helps drive incremental traffic to the FNB website.
Results
According to Jennifer Reel, First National Bank Vice President & Director of Brand and Communication Strategies, “Adcom helped us elevate our brand image in all markets, but especially in major markets where we now compete with banks much larger than ourselves. Our new advertising materials stand up against anyone. With our new marketing campaign and in-branch materials, it’s an entirely level playing field.”