24 EXPERIENCE/EXPERTISE A representative description of projects similar in nature completed by your firm Case Study #1 A Brand Revitalization Story PRODUCT: Business and consumer banking BUDGET: $2 million KEY PROBLEM: F&M Bank has earned the title of California’s Strongest Bank® in large part by remaining committed to financial conservatism for more than a century. However, consumers perceived it as stodgy, old-fashioned and behind the times. The brand was tired and lacked a meaningful online presence to serve its customers. The brand needed an overhaul and revitalization. KEY STRATEGIC INSIGHT: The bank’s online banking products and website navigation, key consumer needs and expectations, were virtually non-existent which reinforced F&M’s brand image as an old-fashioned institution. Implementation of a leading-edge and redesigned website was crucial to move the brand forward and reverse the trend of dwindling market share. CREATIVE STRATEGY: 1) Reinforce F&M’s status as California’s Strongest Bank® , and 2) Launch a comprehensive brand awareness campaign projecting a new, contemporary F&M brand image. TACTICAL ELEMENTS: Bus and transit displays, local cable TV, print, direct mail, permission-based email, in-branch signage, collateral, outdoor banners, website redesign and iPhone apps. TARGET AUDIENCE: 1) Community-based (Long Beach) business owners, and 2) High-income consumers, ages 30+. RESULTS: The campaign generated an additional $49 million in business.