Featured Case Study: First Niagara Bank

Three years ago, First Niagara Bank was trying to find effective and realistic ways of positioning itself as a major player among larger competitors in the Western New York metropolitan market that included Albany, Syracuse, Rochester and the Buffalo-Niagara region. In order to achieve this goal, First Niagara enlisted the services of Carr Marketing Communications to assist its communications team.

Carr determined there was an opportunity for the bank to use a research study in order to strengthen its presence in the market. Carr Marketing Communications and the First Niagara team developed an annual survey that solicits the responses of chief executive officers (CEOs) and chief financial officers (CFOs) in the Western New York metropolitan market, a target audience that has proven difficult to reach in the past. The survey asks for their opinion on the state’s economy, their expectations for revenues, profits, workforce hiring and fixed acquisitions, and their upcoming major business strategies and challenges for the year.

In 2010, a Pennsylvania Business Leaders survey was added as First Niagara Bank expanded branches into Western and Eastern Pennsylvania. By 2011, the annual surveys had become an integral part of First Niagara’s public relations program. Carr Marketing Communications was awarded a Gold Excalibur by the Public Relations Society of America, Buffalo Niagara Chapter in the research category for this project.