U.S. Bank

Private Client Reserve Internal Branding

U.S. Bank needed an integrated system to clearly communicate their difference in the high net-worth financial marketplace. By sharing insights, this endeavor invited current and future clients to experience the impact a financial partnership with The Private Client Reserve delivers.

US Bank Private Client Reserve

The US Bank Private Client Reserve came to us to strategize and create a comprehensive and integrated collateral system architecture with the foundation being a “cornerstone marketing piece” in the form of a high-quality corporate brochure that can be delivered in two formats: print and digital.

This foundational “cornerstone marketing piece” sets the tone for the total system (which will have flexibility and modularity to support individual needs while ensuring consistent language around the stories and images that support them) while fusing core services messaging with the spirit and mindset of the Challenger Sales methodology and Goals Based Wealth Management principles.

By sharing insights, this endeavor invites current and future clients to experience the impact a financial partnership with The US Bank Private Client Reserve delivers.

Key Issues

The US Bank internal marketing team had been working on this project for 2-1/2 years with two separate agencies. The team, including the Private Client Reserve president and 3 regional presidents, was expressing extreme frustration and had a deadline looming 6-months out.

Solution

We assessed the current family of sales/marketing collateral in The US Bank Private Client Reserve. Then we created a strategy that effectively communicated the competitive market position and key messages. We designed collateral system architecture with a capabilities/overview brochure and key marketing templates that effectively position four core service areas: Wealth Planning, Investment Management, Trust & Estate Services, and Private Banking. We also created a communication conduit to help feed clients from the retail banking division up to The US Bank Private Client Reserve.

Results

Feedback from leadership and the field indicates that this is the first time they feel that the materials support the overall story of The US Bank Private Client Reserve and truly position US Bank as having a competitive advantage.

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