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Communication Management
Marketing Communications
Award of Merit Mary O'Hanlon and John Willie Tackling Customers' Phobias Head-on Barclay Communications
The full-service 1st National Bank (FNB) offers innovative business and personal products for its customers — small- to medium-sized businesses — in Arizona, Nevada and Southern California.
Significantly outspent in marketing by its more established competitors, FNB was looking for ways to grow its business and successfully launch products in multiple markets. Research revealed that prospects view banking products as commodities and that customer/banking relationships are impersonal. FNB launched the creative and intrusive “Phobias” integrated marketing communications campaign that addressed the problem of what customers dislike most about banking and provided the solution.
FNB now attributes its consistent and constant presence in the market to having helped it in being twice named the fastest growing privately-owned bank in Arizona and reaching more than $4.5 billion in assets.
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