Finance
Getting the right prospects to bank on you
Our team at imediagroup is at the forefront of multimedia and digital marketing for the financial category. We have formed strategic partnerships with major broadcast, print and digital media to efficiently engage and deliver local market audiences for regional and national financial institutions. Our key team members have worked successfully with Citicorp, Bankers Trust, Bank of New York, Tompkins Financial, Dun & Bradstreet and many others.
Client
Regional bank system
Objectives
To build awareness of the client’s commercial and retail products and services and to drive sales.
Strategy
We created an integrated campaign that used television, print, radio, online and billboard advertising to target prospects in the geographic footprints of the client’s three banks, which have a total of 65 branches.
Ads promoting the banks and the client’s wealth management unit had many forms, among them: 30-second television spots on news and cable channels; public television sponsorships; radio traffic and weather sponsorships; and print ads in local magazines and regional business journals.
The online component’s vehicles included behaviorally targeted banners; online radio commercial segments; in-banner video; retargeting; mobile ads; and pre-roll on-demand commercials for relevant programming from properties like the History Channel and HGTV.
In addition, we offered SEO and SEM recommendations for the client’s websites and created comprehensive search engine marketing plans for not only the banks, but also for the client’s three other divisions.
Results
Drove tens of thousands of prospects to the client’s websites with high conversion rates, and raised awareness.
Overachieved gross rating points targeted to radio and television.
Client obtained 40 percent more media for its dollars than it had received in past efforts.