First Trade Union Bank (FTUB) is a mid-sized community bank with a broad geographic footprint that stretches from Massachusetts to New York. They are working with Stackpole to enhance their brand image and build preference in order to compete more effectively with other area banks of their size and larger.
Unlike other community banks, FTUB has invested heavily in technology in order to give their customers the most up-to-date virtual banking experience available. They are perfectly positioned to appeal to Gen Y and the younger demographic. The challenge is to reach them using media as innovative as this audience set.
The strategy was to develop a plan that would blanket our target geography and reach desired audience segments with a mix of business and retail banking messages. The media mix heavily favors online advertising, as a result of its ability to engage audiences and its precise geo-targeting.
The creative solution takes its cue from the core branding work developed for retail and business banking efforts. Each branding ad unit was adapted for the interactive medium and rotation schedules were developed to ensure an appropriate balance across the two campaigns. The media buy is concentrated on patch.com, hulu.com and pandora.com, all outlets that are efficiently delivering the high-value target audience groups FTUB wants to reach.