As a mid-size bank with a modest marketing budget, finding a meaningful point of difference and consistently communicating it was a critical goal in helping Delta Trust & Bank stand out and engage its target audience within a marketplace cluttered with big bank advertising.
Along with consumer and business banking services, Delta Trust offered a full range of products and services for investments, trust, insurance and mortgage. The unique ability to meet all of its customers’ financial needs separated it from its retail bank competition. This insight led to helping the bank embrace a leadership position by articulating its dominant selling idea: comprehensive financial guidance that delivers unmatched trust. From this brand position, the “Bank Balance” campaign was born.