Challenge
I was the first marketing hire at New Resource Bank and tasked with building out the entire marketing department and building the brand. As a member of the Executive Team, I was responsible for the high level strategy and ran every single aspect of marketing as well as many other areas as well (culture and sustainability for example).
Solution
I defined the brand and all messaging and reinvented all the collateral (blogs, infographics, one pagers, sales materials, event flyers, etc.
- Key messaging I created: New Resource Bank promotes well-being for people and the planet through banking. They see money as an agent of positive social, environmental and economic change and believe banking can transform the economy into one that serves people and the planet. They put deposits to work for good by lending to organizations that benefit our communities and protect our planet.
- This infographic I conceptualized tells New Resource’s story of how they were different from a big bank that was hugely successful.
- This innovative annual impact report I created was widely read and distributed. The main idea was to replace the traditional, long and boring annual report that no one reads.
I oversaw a massive redesign effort, including rebranding the website and digital presence.
I established the bank as a thought leader in sustainable banking and wrote every important document from the CEO such as quarterly shareholder letters and published media pieces.
- Quarterly shareholder letter ghost written by me for the CEO.
I was also responsible for events and speaking engagements, partnership strategy, and investor relations.
- Event banner to promote a new lending product.
- Postcard to advertise a new lending product and partnership.
Result
The Bank was purchased in May 2018 by a large regional bank, in part because of the strength of the brand that I built.