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Northern Trust Bank

CASE STUDY

  • northern-trust-01

    • Organic SEO
    • SEM Tactics
    • Social Marketing
    • Press Releases
    • Campaign Creative
    • Editorial Calendar
    • Social Analytics
    • Website Messaging
OVERVIEW

Northern Trust Bank is a global leader in delivering innovative investment management, asset and fund administration, fiduciary and banking solutions to corporations, institutions and affluent individuals. For more than 120 years, they have evolved with the changing needs of their clients and our world.

The Northern Trust Open is among the most respected golf tournaments on the PGA TOUR. Held at historic Riviera Country Club, nestled amid the rolling hills of the Pacific Palisades just outside Los Angeles, the Northern Trust Open presents golfers with one of the game’s most challenging courses. The wind, the bunkers, the elevations, the trees. Northern Trust Bank has sponsored the Northern Trust Open for many years now.

CHALLENGE

As an event that has been established mainly as a TV attraction, Northern Trust Bank was looking for more ways to get viewers engaged online and through their mobile devices for The Northern Trust Open. So Northern Trust Bank needed help getting their weekend-long event into the consumer’s experience regardless of how they were viewing it – on TV, their computers, tablets or phones. The primary brand goals were to: 

  • Create consumer awareness across new channels and devices
  • Drive traffic to the website
  • Increase product/ticket sales from the website
  • Increase Organic keyword ranking for popular terms like “PGA Tournament,” “Buy PGA Tickets” and “PGA Tournament Tickets.”
  • Optimize search for mobile, tablet and website users
  • Promote the event through social media before, during and after the event
SOLUTION

Over the course of a 4-month campaign, MODE 3 worked with Northern Trust Bank and their annual golf tournament to create awareness of the events increased availability on all user devices. MODE 3 also promoted the event through editorial calendars on both Facebook and Twitter, and helped optimize/drive traffic and purchases on the website.

MODE 3 was responsible for digital marketing and messaging for the brand’s communication efforts, with comprehensive marketing/creative tactics, including: Organic SEO, SEM, social media marketing, public relations, analytics, blogging, website copy and social media messaging development.

RESULTS

While specific results and metrics cannot be revealed for legal/confidentiality purposes, the campaign and strategies provided by MODE 3 resulted in overall increases in product sales from the website, overall visits, time on site, and both mobile and tablet Organic SEO rankings for the weekend tournament from the year prior.