Join thousands of weekly readers and receive practical marketing advice for FREE.
MarketingSherpa's Case Studies, New Research Data, How-tos, Interviews and Articles

Enter your email below to join thousands of marketers and get FREE weekly newsletters with practical Case Studies, research and training, as well as MarketingSherpa updates and promotions.


Please refer to our Privacy Policy and About Us page for contact details.

No thanks, take me to MarketingSherpa

First Name:
Last Name:
Dec 06, 2000
Case Study

NetBank Doubles Brand Awareness In Just One Month

SUMMARY: No summary available.

NetBank, an Internet bank with no brick-and-mortar retail branches, needed to raise its visibility and brand awareness; and also to acquire new accounts. This was made harder by the fact that the online banking industry is intensely competitive. Regional retail banks, banking industry mega mergers, and online brokers moving into banking, all compete in this space.


In order to compete NetBank decided to ally itself with a large, well-respected destination site for consumers interested in financial services. After extensive research NetBank chose to join MSN's MoneyCentral Total Reach 2000 Package.

Unlike regular banner buys, the Total Reach Package is a comprehensive program of banners, buttons and content modules that allow NetBank to present their own editorial messages to motivated visitors. MSN allows the partner institutions to wholly control all content so that it is free from compromise from a third-party, including MSN. One example of this is MSN’s declining to frame the content provided by its partners; instead, users are hyperlinked to that provider’s site.

Yet with a total of three banks available as selections on MoneyCentral (the others are Citibank and, how could NetBank ensure that it would have a fighting chance to promote itself?

Unlike other portal marketing arrangements of its type, MoneyCentral does not force the content partner into a strict plot of real estate on the site. Until the user registers and customizes the content on the interface, the content provided by the financial institution, including links to different product offerings, are rotated dynamically. As such, NetBank competes on equal footing with both Citibank and, all competing with each other fairly on the strengths of their products and services (and MoneyCentral implicitly staying away from unjustly playing an advisor role to the user.)

To ensure conversions, NetBank offered a $50 incentive to get users to open new accounts.


Ad effectiveness research was conducted by before and after the campaign began. Within one month of implementing MoneyCentral’s Total Reach Package, NetBank’s brand awareness had doubled.

NOTES: According to statistics gathered in October 2000 from Jupiter Media Metrix, MSN is the 3rd most visited site on the Internet, with 46 million visitors, with MoneyCentral alone claiming 3.7 million.
See Also:

Post a Comment

Note: Comments are lightly moderated. We post all comments without editing as long as they
(a) relate to the topic at hand,
(b) do not contain offensive content, and
(c) are not overt sales pitches for your company's own products/services.

To help us prevent spam, please type the numbers
(including dashes) you see in the image below.*

Invalid entry - please re-enter

*Please Note: Your comment will not appear immediately --
article comments are approved by a moderator.

Improve Your Marketing

Join our thousands of weekly Case Study readers.

Enter your email below to receive MarketingSherpa news, updates, and promotions:

Note: Already a subscriber? Want to add a subscription?
Click Here to Manage Subscriptions

Best of the Week:
Marketing case studies and research

Chart Of The Week

B2B Marketing

Consumer Marketing

Email marketing

Inbound Marketing

SherpaStore Alerts


We value your privacy and will not rent or sell your email address. Visit our About Us page for contact details.