Digital community outreach
After becoming a Community Development Financial Institution and adjusting their mission to focus on the underserved communities of Chicago, Urban Partnership Bank needed to reach a new audience. Their current account holders were aging, and reaching younger people was proving difficult. So UPB reached out to Envisionit to help find a new audience and grow their digital reach.

The approach
Building a community connection
In a big city full of Fortune 500 banks, how does a community bank create a meaningful connection? Well, showcase its commitment to the city, its neighborhoods and the residents they serve. UPB has a mission tailor-made to the audience they wanted to bring in — over 80% of their lending is directed to low and moderate income communities in Chicago — but they needed a simple way to convey that. So we came up with a new campaign that does just that: OUR INTEREST GOES HERE.

Building a solid foundation
UPB wasn’t a household name, but it did have a strong connection to the communities it served. So we created an agile awareness campaign focused on the neighborhoods that UPB helped develop.
Bringing the interest home
We targeted young professionals living in and around the bank branches in Chicago. They were likely to connect with the UPB mission, but needed a little education on how UPB improved their communities.
Doing it digitally
With a lacking digital presence, we needed to ramp up efforts to include the younger audience — most of whom bank online. We planned a paid social and display campaign to bring them in.