Initial Awareness Phase
Focused on introducing the newly centralized Points West brand, building awareness through Search, Social, and Social Display ads.
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For over 110 years, Points West Community Bank has been a cornerstone of the local communities it serves across Colorado, Wyoming, and Nebraska. Known for its personalized service, Points West offers a full range of banking options, including wealth planning and mortgage lending. By banking with Points West, customers invest in the prosperity of their own communities.
In 2020, Points West centralized its locations under a single brand, aiming to increase brand awareness and compete against major national banks like Wells Fargo and Bank of America. They partnered with War Room in 2021 to drive local engagement and enhance visibility in their target markets. The goal was to differentiate Points West as a trusted local option in a crowded market dominated by larger players, while driving conversions and inquiries.
Here are the highlights of some results we’ve driven for Points West:
Increase in Conversions
Since partnering with War Room, Points West achieved a 145.55% growth in conversions.
of Conversions Were to Talk to Financial Consultant
In 2022, 78.8% of all conversions were requests to speak with a financial planner or advisor, and 14.6% were loan applications.
Above Industry Average for Search Ads
Points West’s Search ad campaigns performed 202% better than the industry average.
Above Industry Average Click-Through Rate (CTR)
Our Performance Max ads saw click-through rates 178% higher than industry standards.
The Challenge
There's a New Sheriff in Town
Points West faced significant competition from large, national banks and realized their existing marketing efforts weren’t yielding the desired outcomes. They needed a comprehensive digital strategy that could effectively communicate their local values while competing against the big players. The challenge was building brand awareness and driving conversions across multiple locations, all while competing against established, well-funded institutions.
The Strategy
Turning Interest into Impact
War Room developed a cross-channel strategy that leveraged Points West’s community-centric values and focused on increasing brand visibility across key markets. We segmented the campaign into the following phases:
Initial Awareness Phase
Focused on introducing the newly centralized Points West brand, building awareness through Search, Social, and Social Display ads.
Growth & Optimization Phase
As the campaign progressed, War Room used data insights to refine audience targeting and optimize for conversions by adding new channels like Performance Max and Display Retargeting.
Our strategy was highly data-driven, allowing us to shift ad spend from underperforming channels to those yielding the highest conversions. We targeted specific customer demographics and geographic regions, with personalized messaging for the most responsive audiences.
Additionally, Points West utilized War Room’s Performance Creative services. We worked closely with their team to design fresh ad creatives that resonated with their local audience, ensuring the visuals and copy aligned with their community-focused values.
Conclusion
Making Bank
War Room’s digital marketing strategy enabled Points West Community Bank to successfully stand out in a competitive market, establishing itself as a trusted, reliable banking option for the communities it serves.
With continuous optimizations and a data-driven approach, Points West saw remarkable growth in conversions and brand visibility. As they continue expanding into mortgage lending and business loans, War Room remains committed to supporting Points West’s growth and long-term success!
Points West has seen a lot of growth in our business over the past few years, including partnering with LPL and becoming a full-service financial institution!
We couldn’t have done it without War Room’s support on the digital advertising front. They look out for us and identify industry trends and make recommendations to ensure we’re always staying competitive.
We also work closely with their Performance Creative team to develop ads for our monthly campaigns. The ads look great and embody our brand, which highlights small-town charm and grit.
Marin Olson
Points West Community Bank
Unlock the full potential of your brand with War Room’s expert digital advertising strategies. Contact us today to achieve exceptional results and grow your business!
