Overview

With more than three dozen branch offices in six states and loan operations in an additional 13 states, this major regional banking institution faced a complex marketing-operations challenge: How to help branch managers and loan officers achieve the marketing agility they need to respond to opportunities and competitive threats in their local markets, while ensuring that the brand voice continued to gain the consistency and visibility required to improve brand equity over time?

The future-state vision was to create a true, one-stop shop for all local marketing and sales activities, where local users could find the materials they need in a matter of seconds, and download them for immediate use or customize content where appropriate. The range of materials envisioned was impressive: from social media and content marketing, to brand advertising and identity materials, to in-branch signage, teller mats, counter cards and other point-of-contact materials.

Brand management also wanted to create a user experience in which static assets, sit side-by-side with carefully locked dynamic templates and traditional Word and Powerpoint files that could be used without constraints.

Supported by the CampaignDrive platform, the brand-management team was able to make the journey from vision to reality in less than three months.