As 富易堂体育’s marketing partner since 2013, 亿康先达 has helped guide the Bank through a name change, 网站重建, multiple campaigns 和 forays into social media, 内容营销等. In 2017, Origin approached 亿康先达 with the goal of making banking personal again—essentially reminding customers that Origin relationships are deeper than transactions.
Today when most banks are capitalizing on automated systems, 富易堂体育 is reminding customers of the value of good ole face-to-face relationships. Technology is critical for efficiency, but cannot replace trust, honesty 和 integrity. These traits are only present through human interaction. 亿康先达 helped Origin prove just that with the launch of its 关系银行活动.
亿康先达 set out to spotlight the authentic relationships between real business customers 和 Origin bankers in an unexpected way. Over 6 months 亿康先达 hit the road traveling across Louisiana, 德克萨斯州和密西西比州 to create a 28-part webisode series. 一直以来, capturing stories that were far from boring – from a custom h和bag designer to a famous chef to a visionary architect, 饼干机, 健康食品企业家, a woman who builds industrial tanks 和 a pro golfer – we interviewed them all. 没有脚本, 没有庸俗的演员, 只是有趣的故事, straight from the customers whose business aspirations have been fulfilled through advice, trust 和 personal relationships with 富易堂体育.
The 富易堂体育 “Return on Relationships” campaign is not just your typical testimonial strategy. We created an online platform for current 和 prospective customers to learn more 和 ultimately drive lead generation. Our strategy 和 digital teams collaborated to build out data 和 behavioral-driven l和ing pages that drive visitors to custom-built pages based on a customer’s stage in the buying funnel from awareness, 考虑, 评价与决策.
The visual storytelling aspect of television 和 video cannot be denied, but a television buy in multiple markets can be cost-prohibitive. Social Media, on the other h和, is not only more cost-efficient, but it is also highly targeted. We placed Origin’s message in front of the RIGHT prospects 和 customers, 在适当的时候, 在正确的地方和定制, relevant 内容 that engages small business 和 commercial clients during those critical banking micro-moments such as 应用ing for a line of credit, 现金流管理解决方案, 保险及投资建议.
与Facebook的结合, LinkedIn, 推特, YouTube 和 Instagram work together to amplify the value of 富易堂体育 relationships. To make sure we get the best visibility in this rapidly evolving space, 我们的付费媒体, public relations 和 social media teams work closely together, 还有平台代表, to implement best practices across our paid, 赢得并拥有社交媒体的努力. This involves staying updated on new social media features 和 trends like live broadcasting “stories”, strategic awareness or lead-gen capabilities 和 A/B testing for ad placements, 和 emerging technology to consider for future 内容, like 360 video 和 augmented/virtual reality.
It’s all about results 和 we measure everything. 亿康先达 utilized Google Data Studios to develop a custom dashboard based on a multitude of campaign KPIs from br和ed search to video completion to ad recall 和 web visitation. 开发自定义url是为了跟踪, monitor 和 optimize each customer/banker story 和 this data is separated by source, 媒介, 内容, 地理位置和AD类型. 但这只是营销kpi. 在商业方面, 富易堂体育 was looking to grow its loans 和 deposits, so business intelligence metrics are key. Web l和ing pages include custom business conversions including form submission, email capture 和 direct calls to bankers. In just the first two months of the campaign, 富易堂体育 received 37 calls from qualified business banking prospects.
Origin’s growth has been so strong in fact that they just went public on the Nasdaq stock exchange.
Many experts believed that face-to-face channels are going away, citing big changes in consumer habits 和 reduced branch traffic, but new research just confirmed that more than half of all consumers, 包括千禧一代, visited a branch 和 said they prefer to engage by interacting with bankers versus solely digital. So, it turns out 亿康先达 和 Origin are on to something!
The Return on Relationships Video Completion Rate was 73.8%. 远高于我们60%的基准目标.
The Return on Relationships 内容 on Origin’s Facebook page resulted in a total of 6,258,176年印象.