Objectives
Finally Know What Was Working
PointBank had already run a number of multimedia marketing campaigns. What they didn't have was a way to track any of it. The objective was to put measurable structure behind marketing that had been running on instinct alone.
Drive Leads Into the Loan Area
Marketing activity wasn't the goal — loan leads were. The objective was a strategy that could be tied directly to call-ins and loan volume, not just impressions.
Establish a New Brand Position
PointBank needed to be known for something specific in its community. The objective was to build a brand promise around supporting local business — a position, not just a campaign.
Build Campaigns From Strategy Up, Not Creative Down
Before a single ad was produced, the objective was to get the strategy and messaging right — including a new tagline and brand promise strong enough to carry both the loan and buy-local initiatives.
Build a Long-Term Partner, Not a One-Off Vendor
PointBank wasn't looking for a single campaign. The objective was a relationship that could provide research, guidance, and strategic consulting well beyond the scope of any one contract.
Challenges
Marketing Without Measurement
PointBank had already executed multiple multimedia campaigns but lacked a sufficient way to track results. Without metrics, there was no way to know what was actually generating leads.
Underwhelming Results Despite Real Effort
Campaigns were running, but the results weren't there — particularly when it came to driving leads. Effort and spend weren't the missing pieces; direction and tracking were.
Two Distinct Initiatives, One Cohesive Brand
PointBank needed to drive loan leads and build a community-focused brand position at the same time — two different goals that had to work together under one consistent strategy.
Building a Brand Promise From Scratch
There was no existing tagline or brand promise to build from. The buy local positioning had to be created, tested, and built into the market from the ground up.
Producing First-Ever Television Creative
This included producing PointBank's first television ads — entering a new medium for the brand while making sure the creative served both the loan and buy-local strategies.
Strategy & Solutions
Delivered a Full-Service Strategy From the Ground Up
We identified the right strategy and messaging, wrote PointBank's tagline, and built a new brand promise to anchor both the loan and buy-local campaigns.
Designed the Creative and Produced First-Ever TV Ads
Our team designed all creative assets and produced PointBank's first television ads, bringing the new brand promise to life on screen for the first time.
Bought the Media and Tracked Every Metric
We handled all schedule and media placement buying, and tracked results across every campaign — replacing guesswork with measurable performance.
Positioned PointBank as the Local Business Bank
The buy local campaign positioned PointBank within the community as a bank that actively supports local companies — a brand position built to take root, not just run for a season.
Drove a Surge in Loan Call-Ins
The loan initiative became the client's most successful lead driver to date — generating a volume of media-driven loan call-ins they had never seen before.
Grew Commercial Business 25% in 18 Months
The buy local effort was impactful enough to grow PointBank's commercial business portfolio by 25% in the first 18 months alone, securing new commercial partnerships along the way.
Built a Relationship That Outlasted the Contract
The engagement ran from June 2011 to 2015 — and the relationship continued well beyond it, with ongoing strategic consulting long after the original scope ended.
Campaign Outcomes
25%
Increase in Loan Applications
62%
More Audience Impressions
33%
Decrease in Cost Per Customer
#1
Named Best Bank In The City
