Crews Bank & Trust Achieves 90% Growth in Digital Conversions with HubSpot
Crews Bank leverages Skyvia to sync data from Jack Henry Silverlake into HubSpot.
OVERVIEW Revolutionizing Banking: How HubSpot Powered a Digital Transformation.
For almost 100 years, Crews Bank & Trust has been a family-owned cornerstone of Florida's banking community. With multiple locations serving diverse communities, they combine traditional banking values with modern financial solutions.
In 2023 the family of banks unified under the Crews Bank & Trust name. This brand unification across all locations created an opportunity to revolutionize their marketing and technology stack. Enter HubSpot, as the institution decided to consolidate all web assets into HubSpot Site Pages and centralized its marketing efforts with HubSpot Marketing Hub.
Enter Instrumental Group, as Crews retained our agency to support the marketing team's event marketing and organic growth initiatives.
CHALLENGE Disconnected systems complicates data management.
Crews' marketing operations faced significant hurdles following their brand unification initiative. The bank's reliance on external vendors for seminar registration management created inefficiencies and inconsistencies with data management. Disconnected marketing systems made it challenging to track the customer journey effectively, while limited integration capabilities between their marketing platforms and core hindered their ability to provide seamless customer experiences.
The team struggled with operational challenges, particularly in managing trust seminars. Without an in-house registration system, they faced ongoing issues with attendance tracking and communication. The disparate strategies across different locations made it difficult to maintain consistent messaging and brand identity. These challenges were further complicated by the need to scale marketing initiatives while maintaining compliance with banking regulations.
- Reliance on external vendors for seminar registration management
- Disconnected marketing systems following brand unification
- Limited ability to track customer journey and marketing attribution
- Need for integration between marketing platforms and banking systems
- Inconsistent seminar registration and attendance tracking
- Inefficient communication workflows
- Marketing strategy gaps across different locations
- Limited ability to scale marketing initiatives
“We chose HubSpot for this transformation because it offered the capacity and the flexibility to suit our needs both now and in the future, so that we can start and continue to use marketing customer data to make informed marketing decisions going forward.”
Dave Poulos
SOLUTION A multi-phase HubSpot Migration with intent to grow and scale.
Phase 1: Migration & Setup
Instrumental Group developed a custom implementation roadmap that accounted for the bank's unique needs and compliance requirements.
The migration process involved carefully transferring existing contact and registration data while ensuring data integrity and security. The Marketing Hub was configured with custom properties and workflows designed specifically for financial services operations.
- Comprehensive audit of existing marketing technology stack
- Development of custom HubSpot implementation roadmap
- Migration of existing contact and registration data
- Configuration of Marketing Hub to align with compliance requirements
Phase 2: System Integration
A central focus of the implementation was bringing seminar management in-house through HubSpot. This involved developing landing pages and forms that matched the bank's branding while meeting compliance requirements.
The groundwork was laid for future integration with Jack Henry Silverlake, ensuring that marketing efforts would align seamlessly with core banking operations.
- Centralization of seminar management within HubSpot
- Custom landing page and form development
- Implementation of automated email workflows
- Integration planning with Jack Henry Silverlake
- Setup of comprehensive tracking and attribution
Phase 3: Marketing Automation
With the foundation in place, attention turned to developing sophisticated marketing automation capabilities. The team created detailed contact segmentation strategies based on banking product interest and engagement levels.
Nurturing workflows were developed to guide prospects through the customer journey, while a lead scoring system was implemented to identify the most promising opportunities. This automation framework was designed to scale with the bank's growing marketing initiatives.
- Creation of segmented contact lists for targeted communication
- Development of automated nurture workflows
- Implementation of conversion tracking
- Setup of marketing qualified lead scoring system
Phase 4: Campaign Optimization
The final phase focused on maximizing the impact of Crews' digital marketing efforts. A comprehensive paid media strategy was launched, incorporating sophisticated targeting and tracking mechanisms.
In November 2024, the team implemented competitor targeting campaigns, followed by retargeting initiatives to capture interested prospects. Local SEO efforts included a complete overhaul of the bank's Google Business Profile and developing a strategic plan for expanding local search visibility.
- Launch of integrated paid media strategy
- Implementation of competitor targeting (November 2024)
- Development of retargeting campaigns
- Local SEO optimization including Google Business Profile updates
Technical Implementation
The team implemented sophisticated tracking pixels for accurate paid media attribution and developed reporting dashboards to monitor key performance metrics. Automated list segmentation was configured based on banking product interest, enabling targeted communication strategies.
- Custom property configuration for financial services requirements
- Development of compliant form workflows
- Integration of tracking pixels for paid media attribution
- Implementation of custom reporting dashboards
- Setup of automated list segmentation based on banking product interest
RESULTS Increasing conversions with unified campaigns.
The migration to HubSpot fundamentally transformed Crews' marketing capabilities. By bringing seminar management in-house, the bank gained complete control over its registration process and participant communication. The detailed outcomes are as follows:
Improved System Performance
The centralized marketing automation hub has created a scalable foundation for future product campaigns while significantly improving data accuracy and reporting capabilities.
- Successfully migrated seminar management in-house
- Established a centralized marketing automation hub
- Created a scalable foundation for future product cross-sell campaigns
- Improved data accuracy and reporting capabilities
Growth In Key Marketing Metrics
The impact of the implementation was immediately evident in the bank's marketing performance. Paid conversion rates increased, and seminar attendance grew. Click-through rates improved, and the team maintained cost-per-click rates under $3 across all campaigns. Local visibility also improved significantly, particularly in Google Maps searches.
- 90% increase in paid conversions
- 54% year-over-year growth in seminar attendance
- 35% increase in click-through rates
- Maintained cost-per-click under $3 across campaigns
- Significant improvement in Google Maps visibility
Operational Improvements & Efficiencies
Beyond the metrics, the implementation has transformed daily operations at Crews Bank & Trust. The streamlined seminar registration process has reduced administrative overhead and improved the customer experience with a more cohesive customer experience.
- Streamlined seminar registration process
- Enhanced attendee communication consistency
- Improved marketing team efficiency
- Better alignment between marketing and banking operations
IMPACT Dave & Niki speak to the impact of our partnership.
"People expect the website to work properly. They expect a level of security with a bank, and we're able to provide that with HubSpot. We love working with Rebecca and the team at Instrumental Group. She keeps us organized and on track."
Niki Smith-LeVasseur, CFMP
LOOKING AHEAD Empowering scale with optimized efforts.
As Crews Bank & Trust continues to evolve its digital marketing capabilities, several key initiatives are underway. The future looks like:
- Ongoing integration with Silverlake for cross-sell campaigns
- Enhanced customer journey visualization capabilities
- Expanded local SEO strategy to with platforms like MapQuest and Yelp
- Continued refinement of digital marketing strategies to empower scale