Associated Bank is a $24 billion banking organization with 300 banking offices serving Wisconsin, Minnesota and Illinois. Associated Bank contacted BlueSpire Strategic Marketing to develop a custom publication that could meet its expectations for sophisticated writing tailored to its audience as well as a clean, inviting design that would appeal to readers. The magazine, Business Insider, provides information to help readers manage their business and personal finances. The goal was to attract new clients and build relationships with existing clients by being seen as an information resource and provider of in-depth articles, business strategies and advice from Associated Bank experts.
Associated Bank also wanted a mechanism that would allow readers to give feedback about the publication and to respond to special offers without having to fill in their own contact information.
Responding to Associated Bank's needs, and using its financial publishing experience, BlueSpire proposed a print and Flash 20-page magazine-style format with content and graphics targeting mid-size to large businesses. Articles for Business Insider are developed and written by BlueSpire, including interviews with Associated and outside experts, and cover information about the economy, taxes, succession planning, business management, cash management, marketing, personal finance and investing. BlueSpire solved Associated's response mechanism need by creating BRCs that are imprinted and matched with the same address information as is imprinted on the back mailing panel and spot-glued into the publication before mailing.
The magazine has generated considerable interest among readers and is also used as a prospecting tool for Associated's business development staff. In addition, Associated Bank's Business Insider was awarded first place in the category of Financial Education (over 5B asset size) in a recent ABA Financial Marketing Awards program.
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