To develop a consistent digital presence while giving ultimate control to individual markets.
Arvest Bank has 270 branches spread out over Arkansas, Oklahoma, Southern Missouri and Southeast Kansas. The branches, organized into 16 locally managed markets, each have their own president, management team and board of directors.
We put together a comprehensive plan with goals for each digital campaign including estimated reach, targeting, timing and media platforms, Search Engine Marketing (SEM), Social Media and Pandora. Recognizing the individuality of each market, we also created a media plan that allocates the precise cost per market based on individual market size. Markets are allowed the flexibility to “opt-in” to any combination of campaign components, depending on their needs and or budget. We also created customized creative and copy based on input from Arvest. All campaigns are analyzed and reported on, giving each market detailed insight that encompasses the total reach, engagement and click-through-rate (CTR) across each platform, broken down by market.
Campaigns have run in markets with an online reach (signed-in users based on targeting) ranging in size from 300,000 to 2 million.
CTRs at or above industry average in line with the goals set by Arvest.
Facebook campaigns have performed at industry average and generated hundreds of new page likes. We successfully introduced two new marketing channels including Native Advertising (Bing, Yahoo). Bing has produced click-through-rates that are 2-4% higher than industry average. Yahoo CTR has been double what would be expected from traditional display campaigns.