Associated Financial Group (AFG) is a business unit of Associated Banc-corp, a regional bank with $27 billion in assets. Headquartered in Minneapolis, they serve mid-sized businesses in the bank’s Minnesota, Wisconsin and Illinois footprint. In fact, they are the third largest employee benefits consultant in the US.
On the upper end they compete against global firms such as Marsh and Aon, but as a mid-tier player they also compete with smaller, local firms in many regional markets.
So the brand positioning question became: how to cast AFG as the best of both worlds, and create a content platform to convey this position through many communications channels?
Our work for AFG included an array of internal and external one-on-one interviews as the basis for the brand position. In addition, we created a completely new web site that also had to conform to the parent bank’s visual branding and messaging standards. Our scope included site mapping, wire framing, design interface, photo and video shoot, as well as collaboration with the client’s internal programming resources.
In addition, we consulted on a longer-term communications strategy to develop and distribute thought leadership content from AFG topic experts in various levels of depth and complexity, to enable distribution through social media, email and other channels beyond quarterly newsletters.