Project Description

Eyes on Philadelphia’s oldest family-owned bank

In an increasingly competitive market, Firstrust needed to drive awareness for their positioning in the Philadelphia region. Aiming to reach a mix of emerging and established business decision makers, they engaged 96andX to place a range of creative sets across digital, social, and print media channels while optimizing budget and achieving reach and frequency targets.

Challenge

In an increasingly competitive banking landscape, Firstrust needed to drive awareness for their new positioning throughout the Philadelphia region. With a tight deadline for getting their campaign live, they needed an agency that could quickly conduct research, develop a plan, and get them the best value for their advertising dollars. That’s where we came in.

Solution

To give Firstrust the speedy support they needed, our media buying team put a comprehensive plan together in one week. This included deep market research, reach and frequency analysis, budget optimization, and insertion dates. Our media plan included digital, social, and print media components in order to give Firstrust the maximum reach and frequency potential for their desired target audience.

Impact

Despite tight deadlines, the campaign’s launch was on time and successful. Our media team was able to leverage relationships to optimize advertising dollars and get Firstrust strong placements across multiple regional and local media outlets, reaching a higher than expected level of message penetration. Firstrust’s positioning was later validated by a third party research firm, declaring the campaign a success.

LinkedIn’s Role

In addition to placing traditional creative, Firstrust developed a blog series highlighting the story of their CEO, Richard Green. In order to reach business decision makers across various target industries, our media team developed targeting parameters for an effective LinkedIn sponsored content campaign. By monitoring campaign performance and developing targeting metrics based on research and best practices, our campaign performed exceptionally well, receiving a higher than average click-through-rate (CTR).

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