First Republic’s Annual Report is a key marketing tool as it helps them attract new customers by highlighting their personal approach to banking. Strategically, we helped First Republic define the characteristics that make them special. The report reflects their motto “It’s a Privilege to Serve You.” While First Republic enjoys highlighting sample customers through photos, the hero of each client spread is the customer quote. These words tell the story of why First Republic is unique.
The annual report needs to highlight their strong customer relationships and explain their high customer retention rate. The best advertising is first person word of mouth and we wanted to show customers endorsing First Republic both as a bank and as a business. We wrote their key phrase leading off their client section: "Our Customers Say It Best.” This is followed by large, dramatic images of customers and their story and quotes. Plain and simple.
The CEO states every year that the Annual Report is a key component of the marketing plan and he noted that the 2014 report met his every expectation. The report is so successful that many of the Bank’s clients ask if they can be included in a future annual report.