First Merchant Bank: Whole Bank Branding, Advertising and Communications

  • Problem

    First Merchants Bank wanted to raise its profile across three main areas of business: personal banking, commercial banking and private wealth, while also establishing overarching creative elements that will set the brand’s tone for several years.

  • Strategy

    Hirons established a campaign that encompassed elements from First Merchants’ main areas of business. The campaign will serve as the standard for First Merchants’ brand voice, style and look for many years to come.


Digital

Hirons established target audiences by examining online traffic and analytics and focusing on individuals who live within a five- to 10-mile radius of a First Merchants location. The campaign directed a significant amount of traffic to First Merchants’ website, and all of the bank’s service lines saw increased web traffic as a result.

 


Radio

With the goal of increasing customers in several markets, Hirons placed ads on popular streaming audio services and traditional ads on radio stations across the target region. The campaign allowed First Merchants to establish and solidify a new tone of voice in its advertisements.

 


Print

Using local market research, Hirons maximized the campaign’s impact by placing print ads in select publications that fit the intended audience’s interests.

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