Mountain West Bank is a Montana-owned community bank comprising seven branches with 15 locations across the state. Serving both small businesses and individuals, Mountain West had grown to a size where brand consistency was beginning to be an issue. Working with us, brand refinements and a cohesive system of print and broadcast guidelines were established which reflected the bank’s size and reach throughout the state.
The brand, expressed in ads and people.
- The Summit Club is Mountain West Bank’s free travel, social, financial benefits club for people age 50 and better; members enjoy free benefits like financial planning seminars, special rates on investments, and social opportunities. The typical age of Summit Club members is 65 and older. However, the demographic group offering the greatest growth opportunity is the 50-to-64 segment.
- Our challenge was to attract this new target group without losing existing members. Research told us that this group is all about choice—they like doing business with companies that offer choices, options and information.
- Our creative touted a key benefit—travel. The campaign included newspaper and online ads, supported by colorful collateral and lobby signs. A direct mail campaign targeted existing customers likely to refer new members. The work promoted the fun and social advantages of the Summit Club.
- We also recruited bank employees to get the word out. “Ask Me About the Summit Club” buttons were distributed to the employees. We also developed a “train the trainers” DVD presentation and prepared an “elevator speech” to explain the Summit Club concept. Samples of Summit Club advertising, direct mail and collateral were provided as well. Talking points with key program elements were posted at each employee station.
Highlight
Choices, options and information were the messages that drove our campaign and the reasons we were able to effectively attract this lucrative market segment. Instead of toasters, coffee cups or other trinkets and gimmicks, membership in the Summit Club offered valuable services and product choices. Mountain West Bank’s new member goal was surpassed by 20 percent and deposits were 8 percent above expectations. At the end of the three-month Summit Club campaign, there were 678 new accounts with an average balance of $31,888.
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