Case in Point: Firstrust Bank

Banking on Family Ownership To Polish the Brand

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The Client

Firstrust Bank

The Challenge

Facing a market that was highly commoditized and increasingly saturated with marketing communications from better financed national banks, Firstrust Bank asked D+P to help it brand its new commercial banking group.

Our Strategy

We knew from the start that differentiation was the key. Through media relations, targeted community-relations initiatives and strategic partnerships with other organizations, we aimed to position Firstrust as a 75-year-old, family-owned business with a unique understanding of family-owned business needs.

Our Results

community newspapers.

Results Plus

We developed the “Family First” program for Firstrust Bank in partnership with the Greater Philadelphia Chamber of Commerce – the region’s first, comprehensive program exclusively supporting family-owned businesses. The program includes educational seminars, a “Family Business Excellence” awards program, networking opportunities, a leadership forum and a Web site full of advice.

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