Case Study for Agency
03-1032096-566

Missouri Bank Case History

Situation
Missouri Bank is a 300 million bank in Kansas City. They have grown to
this size with only two locations. The bank's focus is B2B customers
and high-net worth individuals. Competitors are large regional and
super-regional banks such as Bank of America, Commerce Bank and UMB.
Missouri Bankers often refer to these large, grumpy banks as the "Dark
Side." Missouri Bank presently ranks as the 26th most profitable bank
in the nation.

Marketing Challenge
Missouri Bank's brand was disjointed. While their staff lived their
relationship-oriented brand, their marketing efforts were accidental.
There was no focus or consistent brand message delivered to the
marketplace.

Application of Solutions
We approached the branding challenge by conducting a series of focus
groups with bank customers. A series of internal research sessions with
bank staff were also conducted. This discovery process led us to three
key insights about the bank:

1. Customers believed they were "better off" for having known the
people at Missouri Bank.

2. Customers believed Missouri Bank truly cared about the communities
it served.

3. Customers believed Missouri Bank truly wanted to have a relationship
with them ˜ they were not a number to the bank.

These insights led to the brand positioning of: Be the difference.

"Be the difference" allowed the customer to see how Missouri Bank was
being the difference in their lives and businesses.

It gave bank staff a rallying point for their day-to-day customer
interactions.

It gave the bank a focal point when speaking with prospective customers
about the how they serve the community.

The brand message was delivered through advertising and over 79
touchpoints, such as: bank statements, deposit receipts, cash back
envelopes, etc. Copy was upbeat and inspiring.

Results
The advertising and marketing communications materials gave customers
an opportunity to talk about their bank. It gave bank staff the glue
they needed to tell the story consistently. And it gave prospective
customers a glimpse of what it would be like to bank at Missouri Bank.