Very minor refinements were made to the mark itself, originally designed in 1979. Three sub-brands were created – one for each of the three lines of business that we were focusing on – a unified brand structure.
+ Introductory Hello Campaign
The microsite provided a portal into our three lines of business at TheBANK and the individuals that were there to begin a conversation. Marketing tactics – digital ads, outdoor, radio, and print – were designed to drive traffic to the microsite.
+ Digital Platform
A targeted, digital marketing strategy was integrated across business lines to reach consumers by through geo-targeting or audience demographic segmentation and drive conversions through the microsite.