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EverBank |
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Situation Analysis
EverBank Financial Corporation is a privately held financial services company providing
national banking and lending products. As a branchless bank, they face unique challenges
communicating to journalists and marketing to potential customers. CRC was asked
to develop a campaign to promote EverBank’s products.
Strategy & Implementations
Initial research indicated the importance of profiling the expertise of EverBank’s
spokespeople and the successful record of the institution’s investment strategies
before focusing on EverBank’s products and services. CRC created a series of communications
demonstrating EverBank’s achievement and its spokespeople’s qualifications in the
areas of currency trading, branchless banking, and mortgage lending. Using this
successful effort as a springboard, CRC then rolled out a campaign focusing directly
on EverBank’s products and services.
Results
The initial phase of the program resulted in coverage in key publications such as
the Wall Street Journal, Time, and Newsweek. The second phase
of the campaign continues to generate positive coverage including coverage on CNBC
and articles in Fortune, USA Today, Money Magazine, and SmartMoney.
To date, EverBank has achieved 50% growth compounded over the last five years.
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