CHALLENGE |
Zions First National Bank, a large $20-billion regional bank, was facing increasing marketing pressure from large, national banks. The bank realized that they needed a new means of appealing to customers, and a means of competing with breakthrough marketing and advertising.

Vanguard Media Group proposed a radical idea—market to a strong niche: women-owned businesses, and high-end women clients.

SOLUTION |
Vanguard Media Group proposed a marketing and advertising campaign targeting women business owners, with a secondary focus on high-wealth women clients. Women make up a growing force in the investment and banking realm, managing the finances in 7 out of 10 homes, and with a significant amount of household wealth later in life.Through a print, direct-mail, and radio campaign, the campaign recruited women-owned businesses. Marketing strategy focused on targeting highly read, women-focused print outlets. Additionally, the campaign took a unique creative tact - focusing on an information-based sale and on providing a relationship to the women-business clients; both aspects learned through research before the campaign began.

RESULTS |
Results have been amazing, and the campaign has served as a national model for other banks and financial institutions. To date, the Women's Financial Group has achieved over $60-million in loans to businesses, and gathered tens of millions of dollars in deposits. Even more significant, the women's financial group has allowed the bank to position itself without discounting rates, or making pricing concessions. And, has allowed the bank to stand apart in an otherwise "free-checking" environment.