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First Savings Bank: the case study.

First Savings Bank: the case study.

by | Aug 12, 2024 | Digital Marketing, Financial Marketing, General, Marketing

the company.

First Savings Bank is a leading financial institution offering personal accounts, business accounts, and top-notch solutions for people who care about their money. While their marketing machine was getting the job done, they wanted to do more than just “okay.” That’s where we came in. 

They hired Threshold with the goal of opening 463 new accounts and achieving a 20% lift in customer acquisition. Starting in May 2023, we launched targeted campaigns across Google Search, Facebook, Instagram, and programmatic digital display platforms for First Savings Bank. The campaigns leveraged the unique selling points of First Savings Bank’s products, including Kasasa Cash Back, Kasasa Cash, and Kasasa Eats accounts.

The campaign yielded impressive digital marketing and account growth results that transcended expectations. 

 

the problem to solve.

Their previous marketing campaign was good but not good enough. First Savings Bank struggled to differentiate itself in a market saturated with competition. Our goal was to use punchy, high-performance ads that spoke directly to their target audience. We took geographic location, buying patterns, and the customer lifecycle into account when engineering their ad strategy. 

 

the dream. 

To build an unstoppable marketing funnel that would accelerate growth well ahead of schedule. We aimed to hit their goal of 463 accounts and a 20% increase in customer acquisition, then go a little further. 

 

the strategy. 

Our goal was to hone in on First Saving Bank’s unique selling propositions, like Kasasa Cash, and effectively communicate them to the target audience. We opted for an omni-channel marketing strategy to cast a wider net and bring home more leads. 

phase one. 

We focused on emphasizing the brand’s innovative products like Kasasa Cash Back, Kasasa Cash, and Kasasa Eats to differentiate them in the market. We tailored the messaging to align with the target customer and “speak their language.” Phase one was consumed with research, research, and more research before launching the campaign. 

phase two.

Next, we implemented our research across multiple channels, including paid search, Instagram, and Facebook. We used our signature ad strategy to produce results that exceeded the campaign’s goals. 

 

the results.

For First Savings Bank, we did what we do best — create results that go above and against the grain. Here’s how it went down…

  • Total Impressions: 10,066,287
  • Total Clicks: 54,444
    • Paid Search: 69,186 impressions, 11,721 clicks (CTR: 16.94%)
    • Facebook & Instagram: 7,858,678 impressions, 39,627 clicks (CTR: 0.50%)
    • Programmatic Display: 2,138,423 impressions, 3,096 clicks (CTR: 0.14%)
  • Projected New Accounts: 463
  • Actual New Accounts as of 04/01/24: 638
  • Projected Lift: 20%
  • Actual Lift as of 04/01/24: 27.5%

The campaign generated significant digital engagement, with high click-through rates, particularly on paid search. This indicates effective targeting and compelling ad content that resonated with the target audience.

First Savings Bank surpassed its account growth goals well ahead of schedule, achieving 638 new accounts by April 1st. The overall lift in performance exceeded projections, demonstrating the effectiveness of the marketing efforts in driving customer interest and conversion.

to wrap things up.

Threshold’s strategic digital marketing campaign effectively drove new account growth and exceeded performance goals, showcasing the bank’s appeal and attracting customers seeking modern banking solutions. By leveraging unique product features and maintaining a focus on customer satisfaction, Threshold helped First Savings Bank be positioned for continued success in the competitive financial market.

Utilizing Social Media in Financial Marketing: The Dos and Don’ts

Utilizing Social Media in Financial Marketing: The Dos and Don’ts

by | Dec 10, 2023 | Digital Marketing, Financial Marketing, General, Marketing

 

ava headshot threshold marketing blogAva Page

 

Hey there, fellow marketers and friends! Today’s the day: let’s dive into the intriguing world where finance meets the social buzz –

a place where numbers blend with conversations, and strategies mingle with engagement.

 

We’re excited to share some golden insights on leveraging social media for financial marketing, and we’ll do it in a way that’s

as cozy and familiar as chatting over a cup of coffee in your favorite local cafe.

 

the dos.

Authenticity: Your North Star: Forget the stiff suits for a moment; let’s real talk. Share relatable stories, connect with emotions,

and let your brand’s personality shine. It’s all about being true to who you are.

 

educate & connect.

Picture this as a friendly chat rather than a lecture. Educate your audience with valuable content, but keep it conversational.

Engage in discussions and show that you’re genuinely interested in their thoughts.

 

timing.

Just like being fashionably late isn’t cool, missing the engagement window on social media isn’t either. Discover the

best times to share your content and engage with your audience.

 

compliance.

Think of compliance as the seatbelt on this social media ride. It might not be the most exciting part, but it keeps

everyone safe and sound. Stick to industry rules and safeguard your audience’s trust.

 

the don’ts.

 

hard sells.

Imagine being at a party and someone continuously pitching products – it gets old really fast. Instead, focus on building

relationships and trust, minus the constant sales pitch.

 

forgetting your brand.

Like staying on topic with a friend, make sure your content aligns with your brand values. Avoid random tangents that

might confuse your audience.

 

inconsistency.

Remember those friends who vanish and then pop up randomly? Let’s not be that friend. Stay consistent in posting and

engagement to keep the conversation alive.

 

lack of security,

Just like guarding your secrets among friends, protect sensitive financial information. Ensure top-notch data security

to maintain trust and integrity.

 

to sum it up.

In this vibrant landscape of financial marketing, social media isn’t just a platform; it’s a place where your brand’s story

unfolds. By weaving creativity into your strategy and adhering to these friendly guidelines, you’ll set sail toward success.

 

Here at Threshold Agency, we thrive on crafting strategies that resonate, campaigns that captivate, and

experiences that linger. Are you ready to embark on this journey and elevate your financial marketing game?

 

Remember, staying true to your brand while connecting with your audience is key. Let’s set sail together and make

waves in the social media universe. Stay tuned for more friendly tips and insights from Threshold. 

 

Until then, let’s navigate these social seas together and unlock the potential of your financial brand!

 

before you go.

For more tips and information about marketing your everything, take a look at the rest of our blogs, right here on our website! 

You can also subscribe to our email newsletter (it’s got some great stuff), and follow us on Instagram, Facebook, or LinkedIn!

 

about the author.

Ava is the SEO & Paid Media Specialist at Threshold.

In her role, she is responsible for the content creation and management of all Threshold and PromoShak social channels

and strategies, blog content, SEO maintenance,

and aids in digital marketing activation. She’s kind of a jack-of-all-trades.

When she’s not busy creating content, you can usually find her picking out new plants, island-hopping,

watching Duke basketball, or spending time with her fur babies.

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