First Trade’s business strategy called for courting younger, “on-the-go” customers by offering best-in-class “anytime/anywhere” banking services. The underlying strategy was to be first to market in delivering the most complete mobile banking experience. To differentiate from the other community banks that are offering mobile banking and mobile deposit apps, First Trade invested in innovative technology to become the first regional bank to offer a payment app within its mobile product suite. And to further liberate customers from reliance on brick & mortar banking, First Trade included 100% fee rebates on all ATM usage across the U.S. and internationally.
First Trade had been historically known as a traditional community bank within a market that generally doesn’t see any difference from one bank to the next. The challenge was to overcome this perception of parity status and be top-of-mind for those prospects looking to do their banking on their own terms.
An integrated marketing communications campaign promoting the full suite of First Trade’s mobile banking offering was developed and launched within key markets. The messaging positioned First Trade as the community bank alternative to the Big Banks who were already playing in the mobile space. With First Trade’s Mobile banking product offering, customers could now benefit from the most advanced technology-driven conveniences, without sacrificing community bank service.
The new campaign was built around the theme line “More Ways to Bank” and was supported by product evidence of the bank’s complete mobile banking experience. The campaign message delivered on First Trade’s key point of differentiation: their ongoing commitment to best-in-breed technology and banking convenience. This theme was woven throughout all outbound marketing initiatives, including the bank website, social media, events, customer engagement, and public relations efforts.