The State Bank

Market Enrtry Campaign

THE CHALLENGE

This Michigan community bank opened its first office in a new market and needed a strategy to drive growth, particularly in the areas of commercial and small business.

THE GOAL

To support the highly active, sales-driven business lending team by building brand awareness among the business community and centers of influence. Recent years have been challenging for businesses, and the bank wanted their expertise and personalized approach to business banking partnerships positioned prominently in this new market.

APPROACH

To support the opening of the new office and to generate growth, a market entrance campaign was developed and deployed Q1 2021. Featuring testimonials from satisfied customers, the campaign sought to build brand awareness and it targeted business owners located within a specified drive-time of the new office. Targeted direct mail was sent, and digital ads drove businesses to a campaign microsite featuring testimonials and a call-to-action to set up an appointment. The campaign was successful in generating awareness for the bank and positioning its lending team as expert advisors.