SITUATION
North Shore Bank is a regional bank with 44 locations throughout Eastern Wisconsin and Northern Illinois. In the fall of 2007, Boelter + Lincoln began its BrandALIVE™process in order to elevate the Bank’s position with consumers and clearly differentiate it from other banks in the market.

GOALS & OBJECTIVES
- Develop a brand position that connects emotionally with consumers and clearly differentiates it from the competition
- Increase awareness in target markets
- Increase retention and acquisition of checking accounts, savings and loans

IMPLEMENTATION
Boelter + Lincoln’s BrandALIVETM process was implemented, and we learned that North Shore had an opportunity to
connect with consumers differently than other banks through empowerment. “The Bank of You” tagline and campaign was developed to communicate this. The new brand was launched through a multi-media campaign targeting both existing and non-customers. Elements included outdoor, radio, print and online.

RESULTS
- 40% increase in product sales following product-driven campaigns
- 26% increase in business during the 2008 fiscal year