Using Hollywood and TV stars like John Huston, Glenn Ford, John Wayne and other “Western” actors, GW built a strong brand and loyal customer base espousing solid, core, American values. But during consolidation, smaller banks are being gobbled up by larger institutions in California.
Some banks are trying to stay independent, if they can, by raising revenues and becoming too large to swallow.
How might you raise money fairly quickly, market that to customers and keep the sharks from eating your lunch?
Would you stay with your 100 year old, successful brand personality?
Launch a money market product that is competitive in the market place –2% better than your competition– and try and capture new money to raise your value. Introduce new services like FREE Checking.
All behind the “Hey, it’s your money.” marketing campaign.
The “Hey, it’s your money.” campaign helped generate over $1 Billion in “new money” in just 14 weeks. Exceeding goals by $250 Million and 36 weeks.
GW increased shareholder value ( $27/share to $42/ share) prior to its sale to WAMU.
Harvey was instrumental in helping identify the underlying strategy for connecting with the younger financial services demographic. Harvey has a sharp eye and keen ear for taking marketing from good to great.
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