When we conducted our brand immersion workshop, Day Camp, with Tandem two years ago, it revealed their true point of difference from other banks: their willingness to help businesses with knowledge and resources—specifically loan assessment and assistance. Tandem is changing its customers’ expectations of what a bank can be by how it builds relationships.
Our first challenge was to help Tandem's primary brand asset—their website—to better communicate their brand. This was not an exercise to change their logo or color palette, but to shift their messaging in order to bridge the gap between what they offer and what their audience cares about most. Our primary objective was to help business owners understand Tandem's differentiators.
We set about creating a series of customer success stories highlighting businesses that Tandem has helped succeed, often after being ignored by bigger corporate banks. Customers from businesses of all sizes, across industries, for- and non-profit alike, all had one thing in common: Tandem took the time to understand each business beyond its financial statements. The results are inspiring; businesses of all kinds who have partnered with Tandem are flourishing across the metro area.
Next, we focused on a retention strategy to keep Tandem top-of-mind and relevant with existing customers. We implemented an email program, the Tandem Two, to serve as a regular touchpoint and highlight Tandem as a business and a bank. Each installment is two bites of digestible, relevant, and useful information—the antithesis of every email you’ve ever gotten from a bank.
Following those successful efforts (Tandem Two consistently enjoys an open rate of over 50%), Tandem challenged us to develop their first paid promotional campaign. Earlier this month, we launched targeted ads on LinkedIn to great results, with CPCs around half the average of similar industries.
We could have launched a paid campaign immediately following the brand refresh two years ago. But we knew that the progressive and deliberate crafting of Tandem’s owned communications was critically important to building the brand's credibility and authenticity. Tandem's patience and trust in the process gave us the space to develop and refine the brand, which has ultimately led to more effective paid messaging.
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