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Problem
Bank of the West is one of the nation's largest banks with over 700 locations throughout western and mountain states. The wake of the financial crisis of 2008 created a household acquisition opportunity for Bank of the West, yet aggressive competitors had begun to compete using online marketing. RBM was tasked with creating an integrated digital acquisition platform from scratch.
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Solution
Designed a digital discovery pathway for Bank of the West prospects that addressed new account prospects' research and discovery behaviors.
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Tactics
Analyzed media behavior of top performing customer segments
Performed custom site selection based on geographic area
Designed analytics dashboard showed real-time intelligence regarding online account acquisition
Performed analysis of true lead value
Coordinated branded search and display messaging increased total response 1.5X per dollar
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Results
RBM's integrated online approach increased household acquisition year over year by 20 percent with the same media budget.
