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INTRUST Bank – CD Campaign

Boosting Interest in CDs with a Multi-Channel Strategy

In 2023, INTRUST Bank embarked on a mission to increase deposits through a Certificate of Deposit (CD) promotion. With the goal of driving conversions in key markets, INTRUST partnered with Bozell to launch a strategic media campaign aimed at raising awareness and increasing new CD accounts.

Insights

Facing intense competition for CD products, INTRUST needed to drive conversions and awareness and execute a marketing strategy that would appeal to potential customers with a clear, compelling offer.

Bozell’s research, utilizing prior campaign data and industry benchmarks, revealed that focusing on markets in which INTRUST has a strong presence would be critical for success. Additionally, previous marketing efforts showed that Facebook was a very effective channel for INTRUST. This helped shape the campaign’s decision to use both digital and traditional media tactics, ensuring high visibility and strong performance across channels.

Execution

Bozell enacted a comprehensive marketing strategy that balanced our efforts across awareness and conversion channels. This approach enabled INTRUST to reach a broad audience by utilizing a precise, targeted approach.

Visual assets relied on INTRUST’s brand colors to create uniformity with previous brand assets. These pieces were intentionally designed with very little copy and no photography. Instead, we featured the annual percentage yield in big, bold type in order to ensure it remained the main focus for viewers.

Deliverables included:

  • Media placement in publications across Wichita and the surrounding areas
  • Outdoor signs and in-branch flyers
  • Digital billboards
  • Programmatic display ads
  • Paid Facebook and Instagram ads

Results

The campaign exceeded expectations, delivering impressive results that helped achieve INTRUST’s goal of increasing CD deposits.

  • Amassed more than 840,000 impressions across digital display, Facebook and Instagram.
  • Achieved a digital display click-through rate (CTR) of .15%, nearly double the industry benchmark.
  • Garnered a 1.2% CTR through Facebook ads.
  • Secured more than triple the ROI in deposit dollars for INTRUST, directly contributing to new CD account openings.