We leapt into action with a detailed marketing plan the likes of which Midwest Bank had never seen to move them closer to their goals. The plan included critical insights, their brand statement, a target market mapping, key competitors by geographical area, a SWOT analysis, strategies, tactics, and a tactical calendar. From there, a strategy was born that helped us develop a new image and message platform to communicate the benefits of banking with Midwest Bank. To do so, we leveraged existing goodwill generated over the years by this community bank. This was the bank that accepted you for yourself, the bank where everyone knows your name. This is “The Bank Where You Belong.” Using this theme and developing a look and feel that featured real, warm people, we rolled out a campaign that included everything from banking centers to print ads, web banners, interactive tools, and direct mail. Beyond retail, we extended the campaign to small business and private banking customers.
