Inflection Point
Despite a 25-year presence in Chicago, awareness for Wisconsin-based Associated Bank was low. Leadership planned a marketing campaign to announce a planned move to consolidate retail, commercial, and commercial real estate at one West Loop location.

However, the question remained: With such low awareness, who would care if the bank moved?

Ogee Platform Solution
TMG recommended leveraging Associated Bank’s quarter-century presence in Chicago with an awareness campaign timed to coincide with the opening of the new location. The program’s title was both attention grabbing and true: Our Roots in Chicago Run Deep. Designed to position Associated Bank as a venerable and stable member of Chicago’s financial community, the program included CTA bus wraps, wrap of station graphics at track level in Union Station, outdoor advertising at select suburban rail stations, street banners, print/digital advertising, events, public relations and a promotional give-away.

Results
Associated Bank leadership reported a significant uptick in awareness. Street banners surrounding the new location were renewed for an extended run. The original campaign graphic became the cornerstone of a collateral program and was also installed as interior signage in the main reception area.