Created a successful marketing campaign for the largest family-controlled bank in the nation.

Challenge

Assisting a premier banking institution in increasing mortgage loans, meeting requirements for the Community Reinvestment Act and supporting the bank's efforts to raise its rating associated with meeting the credit needs of the communities served by the bank.

Solution

Using an integrated approach, Webb Patterson conducted research to better understand the client's target audience — low-to-moderate income individuals. Based on this research, the firm created a series of campaigns that capitalized on the bank's image as a premier banking institution. The firm designed and implemented targeted print and radio advertising campaigns, in which product messages and images were tailored to the specific market segments.

Results

The bank successfully raised its rating and the results exceeded the business goals for the company.

previous case study  |   next case study  |   back to approach