First Trade Union Bank (FTUB) is a mid-sized community bank with assets of over $600 million and branch offices that extend from Massachusetts to New York. Recently, the bank engaged Stackpole to develop a new brand image that better reflects FTUB’s commitment to technological innovation and their position as a leader in the virtual banking space.
We needed to demonstrate how unique FTUB’s virtual banking options really are, to a market that doesn’t generally expect big differences between banks. FTUB has made the investment necessary to be ahead of the technology curve and needed a communications program that would stand out, be convincing and compel prospects to learn more.
The strategy was first, to hit hard on the fact that with FTUB, customers have a truly unique banking option. Next, we developed an engagement strategy that utilized a mix of new and traditional media to reach our Gen Y target audience. Outlets included a heavy emphasis on online, transit, outdoor and event marketing. For the Boston market, for example, we focused efforts on key buys within the Seaport district, including a sponsorship of Boston Magazine’s high-profile Battle of the Burger event.
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