First Security Bank

In life's great adventure, who you surround yourself with can determine your success

Lewis and Mark Minisite
Lewis and Mark Minisite
Lewis and Mark Minisite

First Security Bank

The Problem

First Security Bank came to Flying Horse with a substantial challenge: reposition a familiar face in the Gallatin Valley to stand out among multiple banking options. Not an easy task, especially in the competitive and often dry world of banking.

The Solution

How could we show that First Security is the kind of institution you want on your side and that will work with you to reach your unique goals? After evaluating the bank’s brand position, we came up with an answer that hearkened back to Montana’s history, while reinforcing the bank’s new brand essence and incorporating a humorous twist: “The Adventures of Lewis & Mark.”

The Results

In the economic climate of early 2009, with consumer confidence at historic lows, holding steady was a success for any financial organization. Even the slightest degree of positive movement of the needle was a real win. During this time First Security Bank saw the following positive trends:

  • While most banking institutions saw shrinking Net Promoter® Scores, First Security saw a 4% increase, proving not only that existing customers are satisfied, but also that they are likely to be actively promoting the bank.
  • First Security was able to maintain and increase favorable perceptions amongst customers and non-customers respectively.
  • First Security would be the top choice if respondents left their current provider.

Needless to say, First Security Bank was excited to see positive results in such an uncertain time for the financial world, and we at Flying Horse are excited to see where our new round of creative executions will take the bank.