The Web Marketing Association is proud to present this 2018 Internet Advertising Competition Award for
Outstanding Achievement in Internet Advertising.
Best Bank Website, Best Financial Services Website, Best Small Business Website
The Challenge
While Santander is one of the largest banks in the world, awareness of its Business Banking capabilities in the United States is low. The bank has developed competitive products and built out strong teams to support business clients, but brand recognition lags the market and growth remains below objective. Santander engaged EMI to build brand preference, engage prospects and drive growth.
The Solution
EMI recommended a content microsite to demonstrate expertise and accelerate lead pipelines. The site’s targets are decision makers at organizations with annual revenues between $250K and $25M. Growth-oriented businesses are a priority. To reach this audience, EMI implemented a content-driven website informed by both style and substance:
- Our guiding editorial principles are passion and respect – the passion it takes to build and grow a successful business and the respect that business owners deserve. The site strives to fuel the passion in every business owner through stories of innovation and perseverance, and imagery capturing the experience of personal achievement and satisfaction.
- Content is created to respect the time and interests of our busy audience with quick-read, easy-to-watch and interactive formats. The site delivers a mix of practical ideas and inspiring stories that appeal across a range of industries, sizes and business life stages, enabling decision makers to find their sweet spot.
The Results
The site, Business First, rolled out as a pilot mid-2017. Unique monthly visitors grew from only hundreds in July to more than 17,000 in December. Monthly sessions per user have grown steadily since the pilot, demonstrating appeal, value and memorability.
Contributors:
| Managing Director, Business Banking, Santander: | Amir Madjlessi |
| Senior Vice President, Santander: | C. Decker Marquis |
| Marketing Leader, Santander Bank: | Kristina Dalicandro |
| Digital Marketing Manager, Santander: | Shannon Hooley |
| Account Director, EMI: | Ian MacDonald |
| Senior Account Manager, EMI: | Alex Soper |
| Senior Interactive Art Director, EMI: | Michael Regan |
EMI STRATEGIC MARKETING
Location: USA
About the Agency:
EMI brings an elegant mix of disciplined strategic thinking and imaginative, brand-driven execution to deliver the one thing that matters--results. We design and deliver data-driven marketing that makes your digital and human sales channels smarter, faster, and more productive. With deep domain expertise in financial services and thinking that is both future-forward and pragmatic, EMI powers business, sales and marketing leaders who are seeking transformative success.