Major U.S. Bank: Local Marketing Efforts
Challenge: As banking became more nationalized, the nature of the relationship with a bank remained local in many respects.
Objective: To help guide localized marketing efforts for a major national bank brand.
Solution: Plan-it conducted exploratory profiling of each of six key bank markets. This study included extensive focus groups among retail and small business customers of the bank and key competitive banks, to better understand the unique competitive landscape within each market given the “local” nature of a banking relationship.
Result: Plan-it provided detailed strategic and tactical recommendations for each of the key geographies to help build local bank leadership while supporting the umbrella brand position.