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MARKETING + STRATEGY CASE STUDY | Out-localizing the big guys

SITUATION

First Interstate Bank might seem a bit out of place when compared to the rest of the clients on our roster. But authenticity of place and locally-based decisions are pillars of their business model. Our understanding of how to connect with customers who value such things in their bank has helped First Interstate thrive during one of the worst banking crises in our nation’s history.

STRATEGY & TACTICS

When First Interstate Bank underwent a period of unprecedented growth along with an IPO, it risked losing the very thing that provided a competitive edge in the first place. Our research uncovered key insights that helped them build a path toward a successful future of growth by deepening personal customer relationships.

As a regional bank, First Interstate needed to out-localize the big banks and out-nationalize the little ones—creating the perfect sweet spot for its customers. Our ads helped tell the story of their community involvement and local roots in a way no bigger bank would or could—with integrated campaigns in print, TV and rich media.

Simultaneously, we helped launch First Interstate's new mobile banking app—placing them far ahead of smaller competitors—with an integrated print, POS and TV campaign.

RESULTS

  • 260,000 mobile interactions in the first six weeks of the campaign, a rate more than double the national average.

  • Recognition as one of the top mid-tier banks in the country. 

  • Forbes recognized First Interstate as one of America's most trustworthy companies.

 
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