Midland States Bank
Challenge
Midland States Bank was competing in a very crowded market. There were over 40 commercial banks in Illinois including international big fish and local players. There was no obvious space for a new bank.
Strategy
The strategy was built around the needs of the individuals devoted to their families. They proved to be a very promising segment in terms of unsatisfied financial needs, social status and the way they perceive banks in general. They were often small entrepreneurs living in smaller towns and cherishing traditional values. Most of them had already shown some disappointment with other banks. I looked for metaphors to describe their mindset and came up with the idea of ‘understanding’. The idea was then expressed throughout the brand effort, and became a token of a promise and human touch behind all banking procedures. The brand slogan became “Banking for real life.”
Results
Following the launch, Midland States Bank quickly attracted attention in the market thanks to its highly expressive and emotional image. In just 4 months its aided brand awareness has grown and the brand has been clearly regarded as credible, dedicated to genuineness, honest and transparent becoming a true challenger in the market.
BRANDING
Advertising
[We] were given the opportunity to rebrand Midland States Bank. The goal of the rebrand was to create awareness within the Midland States Bank footprint and focus on the brand position of “Banking for real life.” This includes a variety of different tactics including: TV, radio, digital banners, social, OOH and print. The focus of the rebrand communicated:
• A meaningful presence in the marketplace
• Defining the brand now and for the future
• The brand resonates with both consumer and commercial customers
• The brand is broad enough to be true for future acquisitions
Social Media
A mountain of digital advertising was developed in every size imaginable. The more unique pieces of the social effort are the short videos that encapsulates the rebrand effort.
Radio
The radio branding sought to share small stories of life that everyone can easily relate with. This spot shares the reflection of a young man growing up, his experiences with his father, and the life lessons that were passed on to him. Moments with your bank shouldn’t be any different.
An expansion to the radio campaign extends the same concept of life moments. Making the most of ordinary moments can offer the greatest satisfaction. And something as simple as banking should be equally satisfying.
CAMPAIGNS
CD Investment Promotion
Midland States Bank needs to drive CD deposits. One of the vehicles they are using is a new creatively-tiered CD offering with increasing interest rates over the term of the 12-month life of a CD. The goal of this campaign is to drive current and potential customers to deposit in or ask about the new CD promotion. The promotional rates are the key communication goal.
AQUISITIONS
Transition Campaign
Midland States Bank has been acquiring banks in local communities within their service area. To help the communities understand who their new banking partner is and convey the brand position of “Banking for real life”, I’ve created an awareness campaign across multiple channels. The effort needed to reach existing and potential customers, both consumer and commercial. I wanted existing customers of previously acquired banks to feel they will get the same or better service they expect; and have even greater opportunities for their banking needs with Midland States Bank.
Social Media
The social media effort included digital ads, video, mobile ad messenger, and shown here is the Facebook carousel ads. The creative execution utilizes the same concept and pulses the imagery.
TARGETED MARKETING
Conciliatory Campaign
As Midland States Bank acquisitions banks, they also assume their prior agreements. One of these commitments is a marketing effort to increase awareness among African American and Hispanic audiences. [We] took this opportunity to expand the brand and tailor the creative to genuinely speak with this audience.
Conciliatory Radio
In addition to the print effort, [We] discovered that pairing radio would be the most effective vehicle to reach the audience. The goal was to generate brand awareness among Hispanic audiences in St. Louis. The spots created stress the bonds of family and the strength of relationships. Midland States Bank strives to have similarly lasting meaningful bonds.
Similarly, [We] used the print/radio combo to reach a second audience, with the goal to generate brand awareness among African American audiences in St. Louis. The spots created stress the aspirations for life. And Midland States Bank helps consumers reach those life goals with confidence.
