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New Orleans based business bank with locations throughout the Gulf South.
Challenge: Create
brand campaign to establish small business bank and position
them to better compete with the larger national and regional
competition.
Strategy: First Bank and Trust needed to establish themselves
as a premier business bank, as well as establish themselves as
the official bank of the New Orleans Saints. From this, "First Bank Fred" was born. Fred helped to link their relationship with the Saints, as well as inform potential and existing clients of their business model. In addition, Russo developed a comprehensive brand strategy to incorporate the bank's seven different entities under the First Trust banner. Once accomplished, the focus transitioned through the brand plan and evolved towards the products of the bank - developing a campaign to position the bank in the hearts and minds of the community.
Results: Beyond marketing, Russo has developed an identity and presence for the Bank that positively impacted their bottom line as well as prepared them for continued growth.
First Bank and Trust is now well positioned as a bank with the resources and solutions to help businesses, as they continue to recover from Hurricane Katrina.
(See samples from the First Bank and Trust
Campaign)
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