Inclusive Marketing Campaign
For several years, First Republic offered a loan product for low income communities but growth remained stagnant. In 2021, we wanted to expand our footprint and grow our client base among Majority Minority Communities of Color (MMCC). As a result, a new growth marketing campaign was launched. In collaboration with Marketing, we ran a series of A/B test as well as focus groups and one on one interviews getting feedback from our target demographic. We leveraged these insights to design a campaign that would resonate well with our audience.
From 2021 to 2022, we initiated this campaign in two markets, San Francisco and Los Angeles. The campaign included a revamp of current collateral, new OOH advertising, organic and paid social media posts, in branch digital displays and digital advertising. The results exceeded our expectations. Between 2022 and 2023 our community loan product sales grew by 30%.
Creative Director: Mike Stough
Lead Designer: Annabelle Ho
Copywriter: Linda Jaskol, Mike Stough
Out of Home Advertising
To build brand awareness for this customer segment, one of our first projects was creating OOH billboards and bus stop signage. For branches within these markets, we also updated our digital displays targeting communities of color.
Paid Social and Digital
We launched several social and digital banner ads for each of the three segments we were targeting (African American, Asian and Hispanic communities). These are nearly complete samples. The final designs were either animated or live action video with motion graphics.
For this new campaign, we revamped the design of the mailer to match the look of the new brand refresh as well as update copy and content based off user testing feedback. One sheets were also created as in branch marketing materials.