Home Federal Bank Gremillion & Pou for Integrated Advertising, Promotion, and Marketing Communications, 7e Clow and Baack 1.

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Presentation transcript:

Home Federal Bank Gremillion & Pou for Integrated Advertising, Promotion, and Marketing Communications, 7e Clow and Baack 1

Home Federal Bank Background 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 2

2009 Changes Celebrated 85 th 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 3

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 4

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

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 6

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” 7

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 8

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

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

New Tagline 11 Better service Better banking experience

New Logo with Tagline 12

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

Magazine 14

Magazine 15

Kiosk 16

Kiosk 17

Kiosk 18

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

Brochure (page 1) 20

Brochure (page 2) 21

Outdoor 22

Outdoor 23

Outdoor 24

Outdoor 25 Theme Local Bank Personal Service

Outdoor 26 Theme Local Bank Personal Service

Outdoor 27