Banking is an incredibly crowded marketing space. Large, full-service banks have moved into smaller markets looking to gobble up market share. Credit Unions offer another challenge in regard to rates, because no one can beat them, building up the pressure on everyone. The climate of small community banks was already challenging and is becoming increasingly so. For our client, FMB, their loyal customer demographic was aging and spending less. The security of doing things “the old way” no longer provided the competitive edge needed to thrive; it was time for FMB to reinvent themselves. FMB’s brand renovation started from the ground up. We focused on internal messaging to get the whole house under one strong voice. Once we had a single, solid foundation for FMB’s new identity, we developed new marketing and advertising materials and a dynamic website experience. Like the Phoenix, FMB was reborn into the twenty-first century, stronger, clearer, and ready to make an impact in their highly-competitive market. We reinvigorated the older, core audience and simultaneously created a bridge to new, younger customers with products and services that they needed. Our “Odd Couple Campaign” engaged both audiences, bridging the gap further. In the end, when you are presenting to a room full of numbers-minded members of the Board of Directors, your results had better be damn good. Ours were. Mobile banking was up 260%. Deposits were up 357%. Online banking was up 92%. New accounts were up 56%. Mortgage lending was up 33%. The bank was back in the race and back into the present; and with our thought leadership, we aim to keep them there.