First Independent

First Independent had been a proud pillar of their SW Washington community for nearly 100 years. But the landscape had changed: thousands of new residents had moved in, big out-of-state banks were establishing a foothold, and for a large part of the market, First Indy was seen as “my grandfather’s bank.” Research, focus groups and interviews revealed that the bank had an opportunity to connect with a unique consumer mindset that other local institutions weren’t serving.

APPROACH

GB repositioned First Independent as the source of empathetic, approachable, financial smarts for people serious about their money. First Indy came back into the market as a modern, authoritative figure, a confident partner (“Ready When You Are”), and suddenly a century-old institution was connecting with modern consumers like no other bank in the area.

RESULTS

During our five years together, the bank’s consumer preference rating rose from #7 to #2.

Success was bittersweet as First Independent was acquired by Sterling Bank in 2012 and this remarkable partnership came to a close.

TAGS

advertising, banking, brand strategy, financial