How does a newer, business-friendly bank gain prominence across two states in a crowded financial environment?  Primm responded with an analysis of the competitive climate, looking at what other banks were doing, and what they were not doing to market themselves.  We found little in the way of a cohesive advertising campaign, but more significantly, virtually none with a people-to-people, emotional appeal.  We saw in this an opening which Gateway Bank could exploit.  Moreover, Gateway prided itself on its people-oriented customer service.             

Primm sought out businesses and people that were representative of Gateway’s target market, and built the campaign around them, making them the stars of the show.  We presented warm images of business owners, friendly bank personnel, and compelling views of the target cities, supported by an engaging and unifying musical format proclaiming: “Gateway – You’re everything a good bank should be!”  

In addition to branding Gateway, the campaign also accommodated a series of more specific marketing messages from the bank president, while still maintaining its overriding “people first” identity.

A subsequent campaign followed, designed to expand the coverage area.  During the period when the schedules appeared, Gateway Bank’s stock value showed a dramatic increase, and several new branches were opened.

Gateway Television Examples:

Dominion Bank Print Sample: