Just Curb It

Home Federal BankGremillion & Poufor Integrated Advertising, Promotion, and Marketing Communications, 7eClow and Baack1ClowBaack Integrated Campaigns in Action Copyright 2016 Pearson Education, Inc. 1Home Federal BankBackground1924, opened as Home Federal Savings and LoanStrong, responsible financial institutionWeathered Great Depression, World War II, and Savings and Loan Crisis of 1980sPrudent practices resulted in strong, stable and fully capitalized institution2

ClowBaack Integrated Campaigns in Action Copyright 2016 Pearson Education, Inc. 2009ChangesCelebrated 85th anniversaryNew President and CEO James R. BarlowReceived bank charterNamed changed to Home Federal BankName more closely aligns with products and services offered3

ClowBaack Integrated Campaigns in Action Copyright 2016 Pearson Education, Inc. Full-service integrated marketing firmStarted in 1981 by Anne Gremillion and Robert PouConsistently achieves positive marketing resultsHard work and progressive thinking central to develop marketing solutionsTrack actual results of initiatives --feed that information back into planning.Maintain open dialog with our clientsPros and cons of marketing effortsResults of campaignsAdjustments for maximum results 4

ClowBaack Integrated Campaigns in Action Copyright 2016 Pearson Education, Inc. Home FederalSavings and LoanSince 1988 Gremillion & Pou had been agencyFirst marketing campaignDuring Savings and Loan crisisHighlighted the institutions brand equity5

ClowBaack Integrated Campaigns in Action Copyright 2016 Pearson Education, Inc. Campaign ChallengeRefresh brandCreate new progressive logoDo not loose equity of 85 years of strong brandIntroduce and reinforce new brand promiseIntroduce a new Home Federal BankCreate market awareness of the HFB brand Solidify HFBs position in the marketplace6ClowBaack Integrated Campaigns in Action Copyright 2016 Pearson Education, Inc. Additional ChallengesWork closely with HFB and partnersTo ensure brand promise consistencyRefresh financial centersImprove standard banking productsUpgrade banking infrastructurePromote refreshed mortgage divisionPromote new brokerage divisionIntroduce new Home Federal Team

7ClowBaack Integrated Campaigns in Action Copyright 2016 Pearson Education, Inc. Initial Campaign StrategyWell-positioned outdoor advertisingProminent magazine advertisingBrand banks appearanceExterior, ATMs, and signageInteractive online adsPublic relations alliances8ClowBaack Integrated Campaigns in Action Copyright 2016 Pearson Education, Inc. Follow-up Campaign StrategyIntroduce HFB productsTelevision ads (15 second)OutdoorOnline advertisingFacebook adsOn-sight signage9ClowBaack Integrated Campaigns in Action Copyright 2016 Pearson Education, Inc. New Logo10New logo needed to show a progressive bank and yet maintain the equity of the 85 year old logo.

Previous LogoClowBaack Integrated Campaigns in Action Copyright 2016 Pearson Education, Inc. New Tagline11A Better WayBetter service

Better banking experienceClowBaack Integrated Campaigns in Action Copyright 2016 Pearson Education, Inc. New Logo with Tagline12

ClowBaack Integrated Campaigns in Action Copyright 2016 Pearson Education, Inc. Refreshed Logo with Brand Promise13

Created after the financial meltdown in 2009 to show stability and strength of HFBClowBaack Integrated Campaigns in Action Copyright 2016 Pearson Education, Inc. Magazine14

ClowBaack Integrated Campaigns in Action Copyright 2016 Pearson Education, Inc. Magazine15

ClowBaack Integrated Campaigns in Action Copyright 2016 Pearson Education, Inc. Kiosk16

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ClowBaack Integrated Campaigns in Action Copyright 2016 Pearson Education, Inc. Kiosk18

ClowBaack Integrated Campaigns in Action Copyright 2016 Pearson Education, Inc. Television19

Lifes Opportunities TV ad Red Tape TV ad ClowBaack Integrated Campaigns in Action Copyright 2016 Pearson Education, Inc. Brochure (page 1)20

ClowBaack Integrated Campaigns in Action Copyright 2016 Pearson Education, Inc. Brochure (page 2)21

ClowBaack Integrated Campaigns in Action Copyright 2016 Pearson Education, Inc. Outdoor22

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ClowBaack Integrated Campaigns in Action Copyright 2016 Pearson Education, Inc. Outdoor24

ClowBaack Integrated Campaigns in Action Copyright 2016 Pearson Education, Inc. Outdoor25

ThemeLocal BankPersonal ServiceClowBaack Integrated Campaigns in Action Copyright 2016 Pearson Education, Inc. Outdoor26

ThemeLocal BankPersonal ServiceClowBaack Integrated Campaigns in Action Copyright 2016 Pearson Education, Inc. Outdoor27

ClowBaack Integrated Campaigns in Action Copyright 2016 Pearson Education, Inc.