First Bank and Trust was a regional bank out of New Orleans that had begun a rapid expansion when they partnered with RUSSO. In order to facilitate this growth, we developed a comprehensive brand strategy to incorporate the bank’s seven different entities under the First Trust banner. Once accomplished, the focus evolved towards the products of the bank – developing a campaign to position the bank as a business resource in the hearts and minds of the community.
Two major awareness initiatives – the “What Next?” and “Testimonial” campaigns – were rolled out involving print, radio and television components. This included total brand control of all First Bank and Trust materials including in-store displays, product brochures, monthly statement stuffers, paper system, online initiatives, sales letters and their role as the Official Bank of the New Orleans Saints.
Each campaign, along with consistent brand messaging across a diverse range of media vehicles throughout the year, helped establish First Bank and Trust as a trusted partner in the business economy and resulted in end of year growth of 22.6 percent – an increase of $109 million.