A North Dakota bank wanted to grow beyond state lines, so we gave their brand a boost.
Alerus had a stellar reputation in the financial services industry throughout North Dakota. When they decided to go after major markets for the first time, they came to us to revamp their brand and advertising.
We started by figuring out what made Alerus special in the first place. They had a history of luring customers from bigger banks, but we needed to know why they switched.
After some digging, we discovered that customers who’d made the move to Alerus all shared the same POV: When used intelligently, money would enable them to live a good life. And the purpose of a bank was to help them reach that goal.
The campaign and rebrand was a huge success, sending brand awareness and customer acquisition numbers through the roof.
This insight led to the Richer Life strategy. In order to get people to switch to Alerus, we simply had to show them that Alerus cared about their future wellbeing and not just their money.
That idea fueled every touchpoint of the rebrand and was pulled through the entire integrated ad campaign as well. To ensure the size and spend of their larger competitors didn’t drown out the new messaging, we teamed up with Alerus to focus on discrete segments so that the intended audience would be targeted effectively.
The result? The campaign and rebrand was a huge success, sending brand awareness and customer acquisition numbers through the roof.
In order to get people to switch, we simply had to show them that Alerus cared about their future wellbeing and not just their money.”
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