Revitalizing University Bank

How could owner David Reiling transform the image of a scandal-plagued bank once owned by a Mafia-linked fraud artist into a nationally-respected banking phenomenon applauded for its philanthropic work?

By working with Maccabee Group to re-position University Bank as Minnesota's Socially Responsible Bank. Building upon the bank's selection as a Community Development Financial Institution, Maccabee Group launched a campaign that involved:

  • A media relations blitz that generated more than 100 mentions in local (Minnesota Business, Finance & Commerce, and Mpls/St. Paul Business Journal), multicultural (Hmong Times) and national media (Green Money Journal, Bank News, Affordable Housing Finance and Independent Banker).
  • A direct mail piece adapting a Fisher-Price ViewMaster toy to introduce the bank to attendees at the "SRI In The Rockies" socially responsible investment conference.
  • A documentary, "Saving Our Urban Communities" broadcast on St. Paul Neighborhood Network TV.
  • A folk music CD, "Songs of Home," developed in partnership with Red House Records, to raise funds for affordable housing.
  • Posting online case histories and reciprocal Web links to socially responsible Internet sites.
  • Polishing every touch point, from the content of newsletters to the wording of answering machine messages.
The results?
  • Deposits at University Bank soared, from $14 million in 1995 to $115 million in 2006.
  • Assets increased 41 percent in one 12 month period alone, four times the average for community banks.
  • Maccabee Group helped the bank win the first-ever "Socially Responsible" award in the Ernst & Young 'Entrepreneur of the Year' competition and "Best Corporate Social Responsibility Program" from the American Business Awards.






"My dream of transforming University Bank into Minnesota's Socially Responsible Bank required a dedicated staff, a visionary executive team, great clients - and a marketing communications agency as sharp as Maccabee Group. Not only do they get how to market our financial services, they totally understand our bank's unique position in the world of socially responsibility. Maccabee Group aren't just my publicists - they're partners in building our brand."
- David Reiling
- Chief Executive Officer

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