Alerus: Staying Financially Fit

Summary

Alrerus is a financial institution with branches in North Dakota, Arizona, and Minnesota.  When they wanted to increase their share in Minnesota, they reached out to us for ideas.

Alerus had a not done much marketing in the Twin Cities.   We proposed a content marketing campaign, Staying Financially Fit, that would educate consumers about financial topics.  Besides making Minnesotans more familiar with Alerus, we thought it would improve their perceptions about the institution.

It worked.  Within 6 months, Alerus’s brand awareness with our readers had increased 23%.

Objectives

• Increase brand awareness for Alerus in the Twin Cities

• Increase demand for financial services provided by Alerus

Strategy

• Run a content marketing campaign that promotes financial literacy to both consumer and business audiences

• Feature topics relating to services provided by Alerus

Results

• 23% increase in brand recognition in first 6 months

• 84% of readers said they felt more positive about Alerus after reading the ad

• 82% of readers said that they liked the ad

• 80% of readers said that the ad offered new information about Alerus

• 82% of readers said that the ad was easy to understand