Singleton & Partners was tasked by First Federal Lakewood’s CEO Tom Frasier to develop and implement a multicultural program for its entire footprint in Ohio. Since 1936, the bank operated on the west side of Cleveland with little to no interaction with the minority banking consumers. FFL acquired Citizens Bank with locations throughout the city, especially on the East Side, which challenged the bank to broaden its marketing strategies to include minorities.
Singleton & Partners needed to develop a multicultural program that connected the bank’s product, services and brand to the needs of the African and Hispanic banking consumer in Northeast Ohio. Furthermore, S&P conducted a need analysis to understand the long-term and short-term goals of the bank with respect to servicing a new segment of the marketplace.
Initially, Singleton & Partners conducted four focus groups with African Americans in 2012 to gauge product knowledge and brand recognition for FFL among African Americans. S&P also tested print ads, radio spots and overall messaging to gauge likes and dislikes. The focus groups provided S&P and FFL with a wealth of knowledge to develop and implement an integrated program with immediate results.
We rolled out First Federal Lakewood Multicultural Campaign in 2012 with advertising, financial literacy seminars throughout its footprint, radio sponsorships for Martin Luther King, Jr. Day and Black History Month programs, product endorsement by nationally syndicated personality Sybil Wilkes, community outreach initiatives and tailored interactive promotions designed to build brand trust and loyalty.
Brand strategy and positioning
Brand identity development
Brand identity design
Advertising creative direction