MBank is a community bank serving local businesses in the east Portland metropolitan area. The brand-driven marketing programs Ant Hill Marketing created helped MBank reinforce its presence and commitment to the local community as well as showcase its service offerings in a very unconventional way for a financial services company.
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MBankBranding
MBank was in transition from a consumer-oriented bank to one that focuses primarily on the business community, and needed to change its brand position to match. Ant Hill Marketing helped MBank define a distinct market position that focuses on business knowledge and service within the local community. We then designed a new logo, identity system and brand guide built on three core principles - Collaboration, Flexibility and Entrepreneurial Spirit.
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MBankPublic Relations
While MBank had garnered some local media attention, there had not been a consistent, proactive public relations program. Ant Hill Marketing designed a PR campaign to increase awareness of the bank in the local community and share its expertise in financial and other growth issues important to businesses.
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MBankAnnual Report
Financial institutions can’t skip an annual report, but MBank wanted their report to be more than simply the standard financial statement. They wanted to provide some context for the management, organization and business changes taking place and highlight the future of the company. Ant Hill Marketing summarized that direction with the position called “MBanking” that defined what it means to partner with the bank and explained where the organization is heading.
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MBankSales Tools
The MBank sales and service staff needed materials they could use to communicate what “MBanking” means to prospects and customers. We created a set of sales collateral that defined MBanking, conveyed a sense of entrepreneurial spirit and partnership, and highlighted products and services that could help businesses.
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MBankEvent Promotion
As a community minded organization, MBank decided to sponsor the Better Bricks awards acknowledging the best sustainable practices in the business community and they tasked Ant Hill Marketing with developing a memorable promotion. Rather than the typical trash-and-trinket giveaway that seemed wasteful for a sustainability event, we created the Corporate Rubbish Abatement Program -- or C.R.A.P. Each attendee received a numbered card on recycled paper for a free cup of coffee from Stumptown, and the card was used to raffle off a locally built bicycle made from recycle materials. The promotion was incredibly well received.
