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Marketing Communications Strategy

Industry
Financial Services, Regional Bank
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Goals

  • Create stronger links between marketing/business development and the business community (clients, prospects, business partners).
  • Develop marketing activities that provide consistent, meaningful, and relevant touch points vs. the current shotgun approach.
  • Personalize communication between the target audience and the organization’s advisers and lenders.

Program

  • Developed integrated 12-month marketing calendar with a newsletter and 2 unique events (social and learning) in each quarter; designed subsequent “activities” to keep participants engaged and the conversation/interaction consistent and fresh.
  • Introduced key brand elements that anchor all activities and communications from the organization.
Board marketing strategy graphic

Results

  • Strengthens brand recognition and awareness among customer and prospect audiences.
  • Fortifies communication with target audience, inspiring recipients to thank lenders and advisers for insight, to express disappointment for not being able to attend, and to suggest ideas for future events.
  • Boosts customer and prospect engagement with greater event participation.

A well-planned marketing activity strategy and implementation improves the client/prospect experience and earns greater mindshare and growing market share.

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