Alerus Financial

Alerus Financial


Industry: Financial Services

Client: Since 2014

Location: Grand Forks, North Dakota

Founded: 1879


Alerus was poised to grow beyond its North Dakota home into a national financial services player. Their first move, the Twin Cities.


We teamed up to develop focused audience segmentation, mapping personas to business goals and creating a prioritized roadmap for market entry—where competitors dwarfed them in size and spend. Campaign resources were focused on discrete segments to ensure the intended audience would see a new face. The effort was supported with robust analytics that delivered ROI and became a model for future campaigns.

Complete with new branding and a new website, we launched and managed an integrated, multi-touchpoint campaign.

What We Did

  • Marketing & messaging strategy
  • Positioning
  • Persona development
  • Brand identity
  • Advertising
  • Creative development & copywriting
  • OOH, print, radio & digital banners
  • Website design and development
  • Media planning & buying

The Work

The Results

The digital campaign exceeded paid search and digital benchmarks established for this vertical industry

  • A new craft brewer had big plans. All that was needed was a brand, packaging and customers. Lots of customers. (Gulp.)

  • What motivates action—incentive or inspiration? The balance between promotional and brand efforts can be delicate, but we managed to find the right blend of both with our accomplices at Gap.

  • When a beautiful park relies on its website to coax people outdoors year round, choosing the right digital accomplice opens more doors.