Pacific Continental Bank (PCB) is a commercial bank, serving community-based businesses, healthcare practitioners, professional services providers and nonprofit organizations in three West Coast metropolitan areas, as well as healthcare providers, nationwide. The Bank engaged MarketPoint to help them better understand the needs and perceptions of their target markets, to develop market-specific strategies for growth, to improve the resonance of the Bank’s messages, to improve the effectiveness of their marketing efforts, and to build greater awareness of their brand.
Initial research comprised an extensive review of promotional and branding materials, as well as one-on-one interviews with key internal stakeholders to assess the internal perceptions of the organization. The next phase of the study included a series of focus groups among both clients and non-clients in each metropolitan area. To gain the perspective of the national healthcare client base, MarketPoint completed multiple one-on-one phone interviews with clients throughout the country. Observations from these three qualitative exercises helped inform the content of a quantitative online survey of clients and prospects in the local metropolitan markets, as well as the nationally. MarketPoint continues to work closely with Pacific Continental (PCB), advising and prioritizing the Bank’s branding and marketing efforts.