New Boston Creative Group

by Tanner Lucas on November 2, 2011

Quick question: If your bank let you apply for a loan on-line, would you do it? Western State Bank sure hopes so. Western Kansans have a reputation for being conservative. We take our time to make decisions, especially when it comes to incorporating new technology into our businesses. We want to be completely sure that all of the kinks are worked out and that everything is working properly, because that’s the best way to protect our client’s interests. So when a company like Western State Bank made the decision to integrate a new mortgage application tool into their website, you can be sure it was done the right way.

Western State Bank approached New Boston Creative for some help in letting people know about the new Mortgage Bot product they’re using to take their on-line services to the next level. And we jumped at the chance to partner with one of the Midwest’s leading financial institutions.

We started with the concept of “convenience you can trust.” On-line mortgage application processes aren’t new, but in our market, Western State Bank was the first reputable, locally-owned financial institution to use the technology on a wide scale. So we emphasized the idea that you can now do business with people you trust, on your own time. More than that, you can get an answer about how much you’ve been pre-approved for within two business days — real estate agents and customers love that.

NBCG integrated a full-on multi-media campaign, complete with radio, television and banner advertising. This approach allowed us to most effectively leverage our audience through regional media outlets to ensure that consumer bases in all of Western State Bank’s nine locations had access to the message.

Darcie Schmitz, Susan Religa and Lisa Sisley put together a couple of really nice pieces. First, they wrote scripts integrating key messages. Then Darcie developed a slick web banner ad that was distributed to multiple media outlets. She then developed an animated commercial that has been playing on network outlets throughout the region. Finally, Darcie developed a little icon that fit into WSB’s website scheme to fully integrate the campaign into Western State Bank’s on-line presence.

The great thing about working with Western State Bank has been their willingness to fully integrate the campaign into all facets of their marketing strategy. We’ve specifically developed messages for each media around our themes of convenience and trust. And the best thing about it is that we’ve been able to do this for such a great company.