CLIENT
Brookline Bank
MEDIA
The Warren Group/Banker & Tradesman (weekly)
OBJECTIVES
Reinforcing a bank's reputation as a leader in lending to small/midsize businesses
Developed new ad positions providing highest visibility for the bank’s value proposition: the commitment to developing relationships with clients and providing access to the most experienced commercial lenders.
Bank has long standing expertise in commercial real estate finance for developing multi-family property, retail, industrial and more. Loan amounts from $1 million to $20 million with capacity to arrange larger amounts.
COMMUNICATIONS PLAN
•Leverage The Warren Group’s broad business audience through print advertising in
Banker & Tradesman. Secured page three main news on 26-time basis.
•Identify and secure high visibility ad positions in specialized Warren Group publications
to reach borrowers focused on industrial, retail and multiple dwelling unit properties.
•Include Bay State Apartment Owner magazine with 100% coverage or the Rental Housing
Association. Secure guaranteed position on back cover.
•Secure banner ad in spot color on front cover of Commercial Real Estate Monthly, a special
section with focus and analysis of commercial real estate trends, developments and transactions.
Augmenting Brookline’s print schedule was sponsorship of Warren Group networking and after-work events attended by key constituents in the real estate industry.
RESULTS
Commercial Lending officers consistently reported new relationships and transactions where Banker & Tradesman was cited as lead source. The bank increased frequency of advertising from a twenty-six to a fifty-two time schedule, growing their investment on average of 15% per year over four years.
