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Home Federal Bank

Home Federal Bank. Gremillion & Pou for Integrated Advertising, Promotion, and Marketing Communications, 6e Clow and Baack. Home Federal Bank Background. 1924, opened as Home Federal Savings and Loan Strong, responsible financial institution

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Home Federal Bank

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  1. Home Federal Bank Gremillion & Pou for Integrated Advertising, Promotion, and Marketing Communications, 6e Clow and Baack

  2. Home Federal BankBackground 1924, opened as Home Federal Savings and Loan Strong, responsible financial institution Weathered Great Depression, World War II, and Savings and Loan Crisis of 1980s Prudent practices resulted in strong, stable and fully capitalized institution

  3. 2009Changes • Celebrated 85th anniversary • New President and CEO – James R. Barlow • Received bank charter • Named changed to Home Federal Bank • Name more closely aligns with products and services offered

  4. Full-service integrated marketing firm • Started in 1981 by Anne Gremillion and Robert Pou • Consistently achieves positive marketing results • Hard work and progressive thinking central to develop marketing solutions • Track actual results of initiatives --feed that information back into planning. • Maintain open dialog with our clients • Pros and cons of marketing efforts • Results of campaigns • Adjustments for maximum results

  5. Home FederalSavings and Loan • Since 1988 Gremillion & Pou had been agency • First marketing campaign • During Savings and Loan crisis • Highlighted the institutions brand equity

  6. Campaign Challenge • Refresh brand • Create new progressive logo • Do not loose equity of 85 years of strong brand • Introduce and reinforce new brand promise • Introduce a new Home Federal Bank • Create market awareness of the HFB brand • Solidify HFB’s position in the marketplace

  7. Additional Challenges • Work closely with HFB and partners • To ensure brand promise consistency • Refresh financial centers • Improve standard banking products • Upgrade banking infrastructure • Promote refreshed mortgage division • Promote new brokerage division • Introduce new “Home Federal Team”

  8. Initial Campaign Strategy • Well-positioned outdoor advertising • Prominent magazine advertising • Brand bank’s appearance • Exterior, ATM’s, and signage • Interactive online ads • Public relations alliances

  9. Follow-up Campaign Strategy Introduce HFB products Television ads (15 second) Outdoor Online advertising Facebook ads On-sight signage

  10. New Logo New logo needed to show a progressive bank and yet maintain the equity of the 85 year old logo. Previous Logo

  11. New Tagline Better service Better banking experience ABetterWay

  12. New Logo with Tagline

  13. Refreshed Logo with Brand Promise Created after the financial meltdown in 2009 to show stability and strength of HFB

  14. Magazine

  15. Magazine

  16. Kiosk

  17. Kiosk

  18. Kiosk

  19. Television Life’s Opportunities TV ad Red Tape TV ad

  20. Brochure (page 1)

  21. Brochure (page 2)

  22. Outdoor

  23. Outdoor

  24. Outdoor

  25. Outdoor Theme Local Bank Personal Service

  26. Outdoor Theme Local Bank Personal Service

  27. Outdoor

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