Launch of Finetics Studio
The Bancorp provides private label banking and technology to meet the unique business needs of non-bank companies. With clients such as PayPal, Google Wallet, Fiserv, Heartland, Blackhawk Network, Yodlee and T Mobile, The Bancorp is behind many of today’s most successful global companies.
Following just four months of preparation and planning, CSG and The Bancorp created the Finetics Studio content platform and hosted an incredibly successful launch of the first ever Finetics Studio at Money20/20.
Successfully Curating an Engaging Content Platform
CSG, in collaboration with The Bancorp’s corporate communications team, created a new content platform for The Bancorp to share industry-specific expertise and build an audience of relevant executives and influencers. The team carefully developed the Finetics™ microsite to host various forms of thought leadership content, introducing Finetics™ Studio content via traditional media distribution and coordinated social media campaigns on LinkedIn and Twitter.
CSG worked with The Bancorp to transform its traditional Money20/20 exhibition space into a live, interactive Finetics™ Studio to interview industry leaders and capture their insights. The CSG team facilitated a content partnership with Contentive, publisher of respected industry trade publications PaymentEye, Pivotl and Bobsguide. Together, The Bancorp and CSG collaborated on the development of an industry-elite invitation list and recruited top industry partners, with CSG providing editorial direction and coordination of the live interview series.
The Bancorp, Contentive and CSG teams edited and packaged content following the conference, and CSG organized and oversaw the distribution of eight thematic Finetics™ Studio content releases.
Finetics™ Studio Delivers a New Audience of Industry Influencers
Nearly 3,000 unique visitors accessed content on the Finetics™ Studio microsite and The Bancorp’s YouTube channel recorded nearly 3,000 views of the 34 Finetics™ Studio videos uploaded during the same time period. Contentive publications recorded over 5,000 page views of Finetics™ Studio content and almost 500 views of Finetics™ Studio content on their YouTube channels. Additional Finetics™ Studio blog content helped cultivate a qualified lead for The Bancorp’s Institutional Banking SVP.
CSG’s social media support of The Bancorp’s LinkedIn company page resulted in more than 550 new followers over a six-month period, including executives from key organizations like Experian, Morgan Stanley, Samsung Pay and PayPal. Industry colleagues and influencers mentioned @thebancorp nearly 400 times between October and March on Twitter, with the account attracting almost 200 new followers, including industry executives and publication editors.
Both external and internal participants found their Finetics™ Studio experiences to be incredibly valuable. Beyond participants’ organic content sharing, a senior policy adviser from the Federal Reserve Bank of Cleveland found the Finetics™ Studio video series to be “terrific” before sharing with his networks. Additionally, The Bancorp executives received personal thanks and compliments from influential partners, including Bill.com’s Rene Lacerte and Experian’s Cherian Abraham. An internal survey of The Bancorp executives confirmed that Finetics™ Studio experiences expanded corporate exposure; elevated corporate credibility; strengthened industry relationships; added customer service value; and enhanced business development prospects.
“CSG assisted us with the strategic planning and tactical roll-out of a high-visibility communications channel for Finetics, The Bancorp’s payments division. We had just under 12 weeks to take the Finetics program from concept to fully executed launch at the industry’s premier trade event, and I don’t know how we would have made it without the talented CSG team. They dove in with a commitment to excellence that was equal to our own, making the partnership seamless. Their expertise in the payments space was stellar; their professionalism was extraordinary, and their attitude was contagious. As a direct result of their contributions, our program exceeded expected outcomes on every measure.
I’d recommend CSG far and wide.” – Maria Antonelli, SVP, Director, Corporate Communication, The Bancorp