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Bank First

Rebranding a bank for an entire industry.

Challenge

In 2017 Victoria Teachers Mutual Bank was facing limited opportunities to expand given the vocational and geographic constraints in its name, increasing competition from traditional banks and new entrants, brand confusion with a rival and limited cut through given no clearly differentiated value roposition. This resulted in declining growth in an industry where scale is important.

Bank First
Bank First
Bank First
Solution

To reposition VTMB while remaining relevant to its current audience, the decision was made to target ‘like-minded vocations’ that share the same values as educators. This theory was then validated through research enabling the bank to rebrand and reposition for growth.

Bank First
Bank First Bank First
Bank First Bank First
Bank First
Bank First Bank First
48% Increase in brand awareness

67% increase in net customer growth and 47% growth in the number of funded home loans, compared to same period year before.

Bank First
Bank First Bank First
Bank First Bank First Bank First
Bank First Bank First
Bank First Bank First
Bank First
Bank First

“As a bank that was founded by a group of educators, we’ve always valued what our customers do for the community – not just how much they make.”

Adam Alsbury | Chief Strategy & Marketing Officer, Bank First

More Work
Great Wall
Great Wall
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