MEDIA
The Warren Group/Banker & Tradesman
OBJECTIVES
Harness the power of advocates to promote a brand
Banks of all sizes plus non-bank lenders had generated meaningful results from their advertising in Banker & Tradesman and from the Warren Group media portfolio. It was an opportunity to add the influence of bank marketing officers to our efforts to build revenue from the financial services category. And as well from other business categories that could benefit from getting their brand in front of top level executives in banking, real estate development and owners/mangers of enterprises that were investing in residential or commercial real estate.
COMMUNICATIONS PLAN
I proposed the Warren Group’s first testimonial ad campaign, featuring financial institutions that had generated measurable results from their Warren Group communications. In planning the creative approach, it was important that banks be given equal voice in these ads; a capsule description of the strengths of each bank would be coupled with the positive comments on Warren Group media.
My role involved enlisting participation, gathering and editing copy, coordinating design, production and scheduling of the advertising. One-quarter page units were utilized over a one year period with two insertions per month.
RESULTS
Campaign significantly augmented our personal sales efforts, helping the financial services category grow by 6% during the year it ran. Campaign continued to contribute in years following as reprints of the testimonials were utilized in the media kit, distributed at networking events and at banking/real estate trade shows via Warren Group booth.
