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ShoreBank Corporation
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ShoreBank is the nation’s first and leading banking corporation with a focus on community development and the environment. For more than 30 years ShoreBank has been committed to building vibrant communities by providing financial services and information to create economic equity and healthy environments. More than any other financial services company, ShoreBank has quietly and modestly invested in the development and growth of countless minority businesses, helped families achieve their dream of home ownership, and supported the revitalization of entire communities. Unfortunately, few people knew of ShoreBank’s mission and impact.
ShoreBank hired MG to develop a brand identity and communication strategy that would position it as a market leader in community development and environmental banking sectors. The development of a new brand was a critical strategic component of our efforts to help ShoreBank achieve its goal of significantly increasing its revenue base within five years.
Metropolitan Group initiated the project by conducting extensive qualitative research with internal and external audiences, an analysis of current brand perceptions in the marketplace, and brand testing with key market segments across the country. Using this research as the foundation, MG worked with ShoreBank to develop a refreshed identity accompanied by a strategic international branding and communication plan.
After creating a new brand identity for ShoreBank, we began to implement the branding and communication plan through a wide variety of strategies and tactics. We developed and executed a brand training program for the bank’s 600 employees. We wrote and designed new corporate collateral materials, including video presentations, a general brochure, a screen saver, the 2003 and 2004 annual reports and a Web microsite. After developing the creative concept for national corporate branding and mission-based deposits lead generation ad campaigns, MG negotiated leveraged ad buys in key publications, and developed and implemented a national media plan. We also provided ongoing national and international media relations for the holding company, and strategic direction on local media relations for ShoreBank’s Chicago, Cleveland and Detroit operations. Following the launch of its new brand, ShoreBank had its most profitable year and was recognized by FastCompany.com as one of the top 10 storytelling brands in America.
