Marketing New Service
When America West Bank wanted to launch their innovative new "Member Banking" concept, they turned to FORTHGEAR, who had originally helped to create the company’s identity, brand, advertising and print material.
Educate the bank’s employees, current customers and potential customers about a revolutionary new concept in banking—the Member Owned Bank. FORTHGEAR was involved with this initiative in its earliest stages, from marketing analysis, strategic positioning, brand development, messaging and copy to staging a partial rollout of the new service in February 2009.
Because Member Banking was a "hybrid" between a bank and a credit union, all marketing collateral would need to educate about the change in "banking as usual," elicit excitement and support from current employees and customers, and encourage new membership in America West Bank.
Internal roll out of the program occurred at a company-wide event with the theme "Trailblazing a New Frontier." Invitations and weekly HTML e-mail reminders were sent to all employees with the bank’s four branches to build excitement for the FG-planned event, and special internal marketing materials were prepared.
A new, branded website was an integral part of a marketing plan aimed at current and potential customers because of its 24/7 access. The printed marketing package included original photography, new business card design, product sheets, a kit cover, Membership Levels booklet, a products and services guide and credit card packaging.
A well executed campaign that succeeded in generating excitement among employees and current customers.
NOTE: Due to complicated operating conditions for small, community banks in today’s economy, the FDIC seized America West Bank on May 1, 2009 before the Member Banking Concept could be presented in full to the general public.
"Thank you so very much for your great effort in helping us make a vision the reality for America West Bank. All of the material you have designed and produced has been exceptional and has established a strong foundation to build on for the months ahead. We are so grateful for your association and involvement with our company and with us as individuals. It is a pleasure and a privilege to work with you. We look forward to our ongoing association." - Bentley D. Wilson, Senior Vice President, America West Bank