Work

You’re First

First Federal Brand Refresh First Federal Brand Refresh First Federal Brand Refresh First Federal Brand Refresh First Federal Brand Refresh First Federal Brand Refresh First Federal Brand Refresh
Services
  • Print
  • TV
  • Web
  • Outdoor

Situation

Based in Charleston, SC, First Federal operates 66 financial centers in the coastal regions of North and South Carolina. In our five year relationship with the bank, On Ideas has sought to increase market share and customer deposits by differentiating the First Federal brand from that of other community banks, larger commercial banks and savings & loans. Until this year, First Federal’s advertising efforts had been primarily promotionally and product-focused. Brand Awareness needed a big boost.

Goal

The On Ideas team conducted consumer research in December 2010 and found that First Federal ranked high in customer service, which is a top banking attribute among a wide range of consumers in all of their markets. We also learned that while First Federal has a reputation for excellent service among their current clients, prospective customers were unaware of First Federal’s offerings. To remedy this, a brand refresh was in order.

Our silver bullet was clear: play off the strength of delivering superior customer service to increase brand awareness in all markets. We forged ahead with messaging that focused on what First Federal does best—providing exemplary customer service—while amplifying its individual identity of a high-touch, community-focused bank. There was a real opportunity to capture market share by focusing communications and using targeted media to get the word out.

Silver Bullet

“You’re First” has been the foundation of all First Federal communications for the past five years, from television to digital to print collateral. We knew that this brand promise was well-received with consumers and we wanted to preserve that equity, while giving the brand image a modern edge. The message in all marketing communications was showing customers how First Federal puts their priorities first everyday. We launched the new “You’re First” campaign in February, 2011 with outdoor, television, radio, print, online banners, financial center posters and email blasts.

Check out our latest gallery of work and see why First Federal customers are always first.