B2C & B2B – Northwest Bank

Double the net income, and no. 1 locally, in just 7 years

To say that brand is everything in the banking industry would not be an exaggeration. Case in point: our strategy, over a 7-year period, to help take Northwest Bank from a sleepy, little-known local bank to a local bank leader—and doubling its net income along the way.

We introduced a new identity and coined ‘The Power of Yes!’ tagline to remind the marketplace at every touchpoint of the bank’s can-do willingness to go above and beyond. Then we employed all the tools of our trade to keep NWB front and center, and top of mind, year-round. Here are the results from just one campaign targeting home buyers during the spring mortgage season:

• The 3-month Digital Display ad campaign delivered 2.7 million impressions to our demo in the NWB draw area, resulting in 5,700 CTRs to nwbrockford.com.
• 14-day Facebook campaign generated 76,000 impressions and 369 CTRs to the site.
• Email blasts: 85,000 deployed; 14,000 opens; 1,700 CTRs to the mortgage and Business
  Banking pages. Opens and clicks rate double the national average.
• Billboards? Everywhere!
• TV? March Madness…the Masters… Summer Olympics. Everywhere, all the time.