Onsite Advisory Services
Challenger Brand Strategy
B2B Demand Generation Campaigns
The Thriving Bank Most People Hadn’t Heard Of
City National Bank of Florida has had a presence in the state for more than 75 years and has enjoyed remarkable success serving the needs of high-net-worth individuals and local businesses. Yet despite being among the largest financial institutions in the state, outside of the Miami area where it is headquartered, it is the $20 billion bank no one has ever heard of.
This challenge, made even more severe by a name often needing clarification with similarly named national and global banks, brought CNB to GlueIQ to help grow awareness and market share beyond its currently thriving geography. In service of moving quickly, efficiently, and most importantly, effectively, we became both an integrated part of the CNB team and an extension of it. With onsite Advisory Services, we could help optimize the navigation of a nuanced and regulated space in real time. Meanwhile, back at Glue HQ, agency services were busily solutioning against ongoing leadership remits.
Positioning A Challenger Against Goliaths
Our insight was this: The owners of $2-$10M businesses may be doing better than ever, but their big banks were disappointing by doing less than ever, and they felt undervalued.
We saw an opportunity to reposition behemoth competitors as too big to care about these growing local businesses. Our approach was to help this challenger brand create an unignorable role for itself by becoming the bank that cares the most about those feeling ignored – a B2B solution with a very human strategy.
As the work came to life, CNB would come out fighting as the nimble, hands-on regional partner who could offer attention to significant-sized businesses and collaborate on their financial future.
We brought together the functional and emotional to shift the conversation from one of transactional banking to one of the personal relationships available from a boutique experience. Through onsite advisory leadership + agency marketing services, we helped CNB break ground in three new major markets across the state as a more personal partner. Through an integrated campaign that featured multiple banking products across their commercial and personal offerings, we reminded audiences that they deserved to Bank on Better.
Go-to-market plans now include a robust mix of digital channels for better audience targeting and remarketing campaigns. The Jenny Craig story comes to life across a marketing ecosystem that’s orchestrated to combine Direct Response TV, online advertising, paid social, email marketing and in-store. Work drives to the redesigned JennyCraig.com as part of this new eCommerce first approach to acquisition and retention. New meal bundles and pricing strategies now help Jenny Craig broaden its appeal without cannibalizing sales of the premium plan.