{"id":591,"date":"2017-10-11T00:20:47","date_gmt":"2017-10-11T00:20:47","guid":{"rendered":"https:\/\/theadclub.org\/theadclub-2\/?p=591"},"modified":"2017-10-16T18:18:27","modified_gmt":"2017-10-16T18:18:27","slug":"media-plan-in-a-regulated-industry","status":"publish","type":"post","link":"https:\/\/events.theadclub.org\/mid2018\/2017\/10\/11\/media-plan-in-a-regulated-industry\/","title":{"rendered":"Media Plan in a Regulated Industry"},"content":{"rendered":"<div class=\"wpb_row wf-container\" style=\"margin-top: 0px;margin-bottom: 0px\" >\n\t<div class=\"vc_col-sm-12 wpb_column column_container \">\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t\n<div class=\"gap\" style=\"line-height: 45px; height: 45px;\"><\/div>\n\n\t<div class=\"wpb_text_column wpb_content_element \">\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t\n<h4 style=\"text-align: center;\"><span style=\"color: #999999;\">The 2017 Maven Awards<\/span><\/h4>\n\n\t\t<\/div> \n\t<\/div> \n<div class=\"gap\" style=\"line-height: 45px; height: 45px;\"><\/div>\n\n\t<div class=\"wpb_text_column wpb_content_element \">\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t\n<h2 style=\"text-align: center;\"><span style=\"color: #000000;\">Media Plan in a Regulated Industry<\/span><\/h2>\n\n\t\t<\/div> \n\t<\/div> \n<div class=\"gap\" style=\"line-height: 25px; height: 25px;\"><\/div>\n<div class=\"hr-thin style-line\" style=\"width: 50%;\"><\/div>\n<div class=\"gap\" style=\"line-height: 15px; height: 15px;\"><\/div>\n\n\t<div class=\"wpb_text_column wpb_content_element \">\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t\n<h3 style=\"text-align: center;\"><span style=\"color: #ff6600;\"><strong>Agency 451<\/strong> for Northern Bank<\/span><\/h3>\n\n\t\t<\/div> \n\t<\/div> \n<div class=\"gap\" style=\"line-height: 45px; height: 45px;\"><\/div>\n\n\t\t<\/div> \n\t<\/div> \n<\/div><div class=\"wpb_row wf-container\" style=\"margin-top: 0px;margin-bottom: 0px\" >\n\t<div class=\"vc_col-sm-3 wpb_column column_container \">\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t\n\t<div class=\"wpb_single_image wpb_content_element vc_align_left\">\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t\n\t\t\t<a href=\"http:\/\/a-g.com\/\" target=\"_blank\"><img loading=\"lazy\" decoding=\"async\" width=\"300\" height=\"300\" src=\"https:\/\/events.theadclub.org\/mid2018\/wp-content\/uploads\/sites\/61\/2017\/10\/agency-451.jpg\" class=\" vc_box_border_grey attachment-medium\" alt=\"\" srcset=\"https:\/\/events.theadclub.org\/mid2018\/wp-content\/uploads\/sites\/61\/2017\/10\/agency-451.jpg 300w, https:\/\/events.theadclub.org\/mid2018\/wp-content\/uploads\/sites\/61\/2017\/10\/agency-451-150x150.jpg 150w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/><\/a>\n\t\t<\/div> \n\t<\/div> \n\t\t<\/div> \n\t<\/div> \n\n\t<div class=\"vc_col-sm-9 wpb_column column_container \">\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t\n\t<div class=\"wpb_video_widget wpb_content_element\">\n\t\t<div class=\"wpb_wrapper\"><div class=\"wpb_video_wrapper\"><iframe loading=\"lazy\" width=\"1200\" height=\"675\" src=\"https:\/\/www.youtube.com\/embed\/UvtnZ5iMeaY?feature=oembed\" frameborder=\"0\" allowfullscreen><\/iframe><\/div>\n\t\t<\/div> \n\t<\/div>\n<div class=\"gap\" style=\"line-height: 15px; height: 15px;\"><\/div>\n\n\t<div class=\"wpb_text_column wpb_content_element \">\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t\n<div class=\"page\" title=\"Page 13\">\n<div class=\"layoutArea\">\n<div class=\"column\">\n<p>Northern Bank, a local bank with offices located throughout Middlesex County, wanted to grow deposits in significant amounts in order to fund sustained loan growth. They were intrigued by the idea of an online offering that was focused out of market to avoid cannibalizing existing retail strategies. However, critical to this effort was a deep understanding of the regulatory compliance viewpoint to avoid classification as brokered deposits. This understanding was critical to any digital campaign recommendations.<\/p>\n<p>Agency 451 was tasked with first developing a new approach for Northern Bank\u2019s online deposit-gathering effort. This included coming up with a name, logo, design and look\/feel that would naturally feel a part of Northern Bank, but would stand slightly apart. Once completed, Agency 451 designed the fully-compliant \u201cmicro-site.\u201d Again, the goal was to stand apart while still naturally fitting as part of Northern Bank\u2019s overall look\/feel. Lastly, 451\u2019s team developed a strategic digital advertising plan to raise awareness and gather out-of-market deposits from Northern Bank\u2019s target audience. Initially designed as a \u201csprint\u201d campaign, the expectation was that the bank would commit to a longer-term plan if the initial results were positive.<\/p>\n<p>After three months, Agency 451 helped Northern Bank achieve 124% of their three-month goal and 88% of their six-month goal. Agency 451\u2019s efforts led to Northern Bank\u2019s senior management adjusting upward their 12-month goal and committing to a full-year digital program for Northern Bank Direct. Additionally, 451 engaged on a full-service basis, through research, creative, digital and more.<\/p>\n<\/div>\n<\/div>\n<\/div>\n\n\t\t<\/div> \n\t<\/div> \n\t\t<\/div> \n\t<\/div> \n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>The 2017 Maven Awards Media Plan in a Regulated Industry Agency 451 for Northern Bank Northern Bank, a local bank with offices located throughout Middlesex County, wanted to grow deposits in significant amounts in order to fund sustained loan growth. They were intrigued by the idea of an online offering that was focused out of&hellip;<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"ngg_post_thumbnail":0,"footnotes":""},"categories":[9],"tags":[],"class_list":["post-591","post","type-post","status-publish","format-standard","hentry","category-2017-winner"],"featured_image_src":null,"featured_image_src_square":null,"author_info":{"display_name":"The Ad Club","author_link":"https:\/\/events.theadclub.org\/mid2018\/author\/theadclub\/"},"_links":{"self":[{"href":"https:\/\/events.theadclub.org\/mid2018\/wp-json\/wp\/v2\/posts\/591","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/events.theadclub.org\/mid2018\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/events.theadclub.org\/mid2018\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/events.theadclub.org\/mid2018\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/events.theadclub.org\/mid2018\/wp-json\/wp\/v2\/comments?post=591"}],"version-history":[{"count":0,"href":"https:\/\/events.theadclub.org\/mid2018\/wp-json\/wp\/v2\/posts\/591\/revisions"}],"wp:attachment":[{"href":"https:\/\/events.theadclub.org\/mid2018\/wp-json\/wp\/v2\/media?parent=591"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/events.theadclub.org\/mid2018\/wp-json\/wp\/v2\/categories?post=591"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/events.theadclub.org\/mid2018\/wp-json\/wp\/v2\/tags?post=591"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}