Atlanta-based Net.B@nk launched an
expanded marketing
initiative for 1999 that includes public relations, strategic marketing and
online and off-line advertising, including a new print campaign featuring the
signature line, “So, why aren’t you NetBanking?”
Net.B@nk said it is the largest FDIC-insured bank operating solely on the
Internet.
The company’s media plan includes banner ads, poster ads, buttons and key word
ads on dozens of sites in categories like banking, investing and finance,
shopping, real estate home buyer and technology and business news sites.
“In less than two years, Net.B@nk has become the world’s first profitable
Internet bank,” said D.R. Grimes, CEO of Net.B@nk. “Now, we believe we have a
unique opportunity to establish Net.B@nk as the dominant brand name in
Internet banking, while significantly increasing our customer base and core
deposits.”
Offline, Net.B@nk is investing in print advertising, including magazines
like Forbes ASAP, PC World and Upside, as well as in
major newspapers like the
Wall Street Journal, New York Times, Chicago Tribune,
San Francisco Chronicle
and Los Angeles Times. Broadcast advertising is planned for later in
the year.
The bank is also conducting the first of several highly targeted direct mail
campaigns.
The bank has hired Dan Klores Associates Inc., in New York City for media
relations and corporate branding support. USWeb/CKS developed the advertising
campaign along with an integrated strategic marketing program, including the
redesign of the bank’s Web site. DoubleClick will provide tracking services to
help measure of the effectiveness of Net.B@nk’s new online campaign. Spending
details were not disclosed.