Cameron was called upon to launch this client’s entry into the Manhattan market. Because North Fork was entering this market from “scratch,” with no existing clientele, we set out to drive middle-market companies to its new branches, as well as to reintroduce its core business products throughout metro New York.
Multi-media branding and product campaigns positioned North Fork as a smaller, more service-oriented alternative to the giant NYC banks. Integrated print, targeted direct mail, radio, and in-branch materials were utilized. The result: the most profitable quarter in bank history, with $632 million in new business posted.