For several years, First Republic offered a loan product for low/middle income (LMI) 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 tests 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%