New ideas need champions.
Gaining competitive advantage is a challenge in a category whipsawed by regulation, margin contraction, and a cynical consumer. Our demonstrated success in retail banking, card processing, and commercial banking comes from experience in understanding the nature of the relationship customers have with their bank, and the importance of customer segmentation in creating communications that lead to relationships.
Featured Financial Services Case Studies:
When you’re one of the largest credit unions in the state, incremental growth is a challenge. So when Centra Credit Union asked us to develop a branding campaign aimed at millennials, whose knowledge of credit unions is limited, we needed to find a universal message that was both engaging and relevant. People in their 20s and early 30s share certain values. They appreciate authenticity and transparency. But they often have trouble “adulting” – or keeping it all together.
Centra’s new multi-platform campaign – including digital, social, experiential and outdoor – acknowledges this struggle. And provides young people a real solution: dozens of products and services to start them on their way to financial independence.
Total Merchant Services is a major U.S. credit card processor. Their success depends on getting attention and support from a large force of independent sales reps, many of who represent multiple brands. Money talks with most sales people. So to inspire the distributors, and get share of mind ahead of the peak retail season, The Miller Group developed a push campaign called “The Great Holiday Cash In” with a highly targeted incentive structure.
1st Century Bank prides itself on creating lasting client relationships. They asked The Miller Group to design customer retention programs. One corporate communications initiative consisted of a holiday campaign aimed at current, key customers. It included a custom card, and personalized message accompanied by a bottle of fine wine.