Twin Triumphs

How CMA Helped First Bank Open Two New Branches with Maximum ROI & Exposure

Challenge

How do you get a community—and particularly potential clients—excited about two new branch openings?

That was the challenge facing First Bank, a fast-growing community bank throughout New Jesey and eastern Pennsylvania.

Executives wanted to generate buzz around the grand opening of its new North Jersey headquarters in Fairfield, N.J., and its relocated branch in West Chester, PA.

But how could they guarantee a successful debut in two highly competitive markets?

SOLUTION

CMA advised an all-encompassing, integrated marketing strategy designed to announce the new branches and ensure First Bank’s grand openings were the talk of the town.

We tailored a comprehensive marketing and PR strategy encompassing:

• Media Relations: Cultivated relationships with top finance and local journalists, securing features and press release coverage in all prominent publications.

• Social Media Campaign: Enhanced social media engagement through organic and paid campaigns, making each grand opening a must-share event.

• Digital Advertising: Launched a multitiered geofencing, display, and PPC advertising campaign, targeting small businesses, industries and consumers for lead generation.

• Landing Pages: Created dedicated pages for both locations to serve as information hubs for digital and email campaigns with strong CTAs throughout.

• Email Marketing: Dispatched a series of emails leading up to each grand opening and post-event to sustain engagement.

• Direct Mail: Engaged the community with direct postcards offering exclusive benefits and rates.
• In-Branch Collateral: Crafted flyers and signage for distribution and display, ensuring every visitor received comprehensive information.

• Media Advertising: Placed strategic advertisements in key online and print publications to effectively reach our target audience.

RESULTS

In just three months, First Bank saw:

• Peak Media Outreach: CMA scored more than 35 organic media placements for a potential reach of 234.8 million readers at target publications, including Reuters, The Financial Times, The Star-Ledger, NJBIZ, ROI-NJ, Daily Local News and New Jersey Business Monthly.

• Impressive Digital Performance: Ads generated 771,371 impressions and 10,669 clicks, achieving an average clickthrough rate (CTR) of 4.61%, surpassing the industry benchmark.

• Social Media Influence: Gained 228 new followers, achieved more than 143,000 impressions and engaged more than 23,000 users.

Through a strategic and comprehensive approach, CMA ensured that First Bank’s new branches opened successfully and achieved significant market exposure and engagement, setting a solid foundation for future growth and customer loyalty.