First National Bank – Media
First National Bank
FNB wanted to grow business in two big markets.
Long and prosperous banking relationships usually start with the opening of a checking account. So FNB asked us to help it increase checking account openings in two major metropolitan areas, Baltimore and Cleveland.
Our media plans focused on life’s big moments.
We identified two key audiences in each market that would be most receptive to opening up a new checking account and created messages that appealed to their individual needs. We then catered the media plan to meet each audience’s media habits and preferences. Our targeting approach was designed to reach people going through a major life event, such as getting married, moving, having kids, etc., because these events inspire a banking change and new account openings.