Old National Bank Bundle
How is Old National Bank winning market share after the 2022 merger?
The 2022 equal merger with First Midwest transformed Old National into a $54 billion Midwestern bank by early 2025, blending legacy relationships with scaled commercial capabilities. Its go-to-market now pairs high-touch middle-market sales with data-driven retail marketing.
Old National shifted from a branch-first tri-state model to a multi-channel sales engine, using targeted precision marketing to expand into Nashville and Charlotte while preserving community banking strengths. See product analysis: Old National Bank Porter's Five Forces Analysis
How Does Old National Bank Reach Its Customers?
Old National Bank deploys an omnichannel sales strategy combining a physical network of over 250 banking centers with a rapidly advancing digital ecosystem; branches drive complex product sales while digital channels handle routine retail needs. As of mid-2025, >72% of retail customers are active on mobile/online platforms, and direct commercial and 1834 Wealth teams focus on mid-market relationships.
Branch-led relationship sales
Physical branches—concentrated in Indiana, Illinois, and Minnesota—remain primary for commercial lending and wealth consultations, capturing mid-market clients with revenues of $10M–$500M.
Optimized footprint
The bank has closed underperforming legacy locations and opened flagship centers in high-growth urban corridors to improve efficiency and customer reach.
Digital sales funnel
Integrated mobile and online platforms enable seamless account openings and loan applications, lowering customer acquisition costs and improving conversion rates across retail segments.
Indirect lending & partnerships
Indirect lending—notably in automotive finance—plus fintech partnerships for treasury and payments expand product reach and strengthen the bank’s competitive advantage in small business services.
The sales model emphasizes consistent, data-informed experiences whether customers use digital channels or a dedicated relationship manager, with analytics driving cross-sell and retention efforts.
Channel performance highlights
Key metrics and tactical elements supporting Old National Bank sales strategy and ONB business strategy as of 2025.
- Over 250 branches supporting complex product sales in core Midwest markets
- More than 72% retail mobile/online adoption by mid-2025
- Direct sales focus on mid-market commercial clients with revenues $10M–$500M
- Significant consumer loan contributions from indirect automotive channel and fintech partnerships
For context on organizational priorities that shape this sales approach see Mission, Vision & Core Values of Old National Bank
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What Marketing Tactics Does Old National Bank Use?
Old National Bank’s 2025 marketing tactics prioritize data-driven personalization and localized digital engagement, using CRM and predictive analytics for Next Best Action marketing to boost product relevance and cross-sell performance.
Precision Targeting
CRM and predictive analytics drive Next Best Action offers based on transaction history and life stage, improving relevance and response rates.
Cross-sell Uplift
Shifting from mass advertising to precision targeting contributed to a 15 percent increase in cross-sell ratios over the past two fiscal years.
Localized Paid Search & SEO
SEO and zip-code-level paid search capture high-intent prospects near branch locations, improving acquisition efficiency and foot traffic.
Content & Thought Leadership
Targeted content on economic trends, succession planning, and retirement is distributed via LinkedIn and email to attract HNW and C-suite audiences.
Community & Sports Sponsorships
High-visibility sports venue branding and local event partnerships maintain top-of-funnel awareness and reinforce regional brand positioning in the Midwest.
Attribution & Measurement
Attribution modeling links spend to lead generation and brand equity metrics, enabling continuous optimization of the marketing mix.
Marketing tactics align with the broader Old National Bank marketing strategy and ONB business strategy to improve customer acquisition and competitive advantage through measurable digital-first initiatives.
Operational Tactics & KPIs
Execution focuses on measurable KPIs, channel attribution, and sales enablement to support the Old National Bank sales strategy and growth targets.
- CRM-driven Next Best Action: increases relevance of offers and reduces marketing waste
- Localized SEO/paid search: targets zip codes with branches to raise branch-originated leads
- Content marketing on LinkedIn/email: targets HNW and C-suite for wealth and commercial pipelines
- Attribution modeling: ties marketing spend to leads, conversions, and brand metrics
For more on the bank’s regional focus and target segments see Target Market of Old National Bank
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How Is Old National Bank Positioned in the Market?
Old National Bank positions itself as the large-scale alternative to national banks, combining mega‑bank product breadth with community‑style service and local decision‑making to serve mid‑market businesses and retail clients seeking stability and accessibility.
Brand Promise
The core message frames the bank as a trusted partner for life’s financial journey, emphasizing reliability, local relationships and full-service capability.
Visual and Tone
Signature blue and gold signal traditional reliability; the tone is professional yet approachable to build trust with business owners and affluent clients.
ESG Integration
ESG principles are embedded in the brand promise; in 2025 the bank received recognition for community development lending and philanthropic impact tied to local economic growth.
Wealth Sub‑Brand
The 1834 Wealth brand targets affluent clients with a legacy and bespoke financial architecture message, differentiating private‑bank style offerings within the regional footprint.
Consistency and local relevance drive customer experience uniformity across markets, supported by governance that preserves brand standards and contributes to a comparatively high Net Promoter Score for the regional peer group.
Target Segments
Focus on mid‑market business owners, community banking customers and affluent households, where the bank balances scale with local decision authority.
Competitive Advantage
Combines full product suite parity with regional agility; positions as an alternative to national banks seeking deeper client relationships.
Brand Governance
Rigorous guidelines ensure consistent service and messaging from Nashville to Evansville, aiding brand trust and cross‑market NPS performance.
Marketing & Sales Alignment
Integrated ONB business strategy aligns marketing campaigns, commercial lending outreach and wealth management sales tactics for cross‑sell efficiency.
Customer Experience Metrics
Consistent CX practices have supported an NPS above many regional peers; community lending visibility in 2025 reinforced trust and referral growth.
Digital and Local Balance
Digital banking initiatives are positioned to complement branch relationships, maintaining personalized service while scaling sales and customer acquisition.
Key Brand Positioning Tactics
Execution levers that reinforce positioning and support Old National Bank marketing strategy and Old National Bank sales strategy.
- Local decision‑making and relationship managers for mid‑market commercial lending
- Consistent visual identity and tone across branches and digital channels
- ESG and community development lending highlighted in marketing and PR
- 1834 Wealth messaging for affluent client acquisition and retention
Growth Strategy of Old National Bank
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What Are Old National Bank’s Most Notable Campaigns?
Key campaigns combined legacy branding and aggressive market entry tactics to drive high-value client acquisition and rapid regional growth following the First Midwest merger.
1834 Wealth Rebranding Initiative
The campaign positioned private banking under the 1834 brand to signal longevity and trust, targeting individuals with over $5,000,000 in investable assets via exclusive events, premium business-journal print, and targeted digital ads.
Nashville Market Entry Blitz
Combined outdoor ads, local business influencer partnerships and grand-opening events to establish immediate awareness; achieved three-year deposit and loan growth targets for the region in 18 months.
Targeted AUM Acquisition
Digital targeting focused on high-net-worth segments increased AUM materially, contributing to non-interest income growth in 2024 and 2025.
Community Leadership Activation
Local leadership and sponsorships were used to accelerate trust and deposit mobilization in competitive markets, supporting cross-sell of wealth and commercial services.
Campaign tactics blended broad brand positioning with niche acquisition, supported by measurable KPIs and targeted spend to maximize ROI across retail, wealth and commercial channels.
Performance Metrics
1834 Initiative drove measurable AUM lift; bank reported a notable uptick in non-interest income in 2024–2025 tied to wealth fees and advisory revenue.
Acquisition Channels
High-touch events, premium print and programmatic digital ads targeted ultra-high-net-worth cohorts for efficient customer acquisition.
Local Market Playbook
Nashville Blitz applied heavy OOH, influencer partnerships and experiential openings to compress timeline for deposit and loan growth.
Segmentation Strategy
Segmentation prioritized ultra-high-net-worth, local SMBs and mortgage customers to optimize cross-selling and lifetime value.
Channel Mix
Integrated mix of events, earned media, print, OOH and digital programmatic placements to balance brand reach and precision targeting.
Strategic Outcome
Post-merger marketing execution supported the bank’s broader sales strategy and ONB business strategy by accelerating high-value deposit and AUM growth.
Campaign Learnings & Replicability
Key takeaways informed playbooks for future market entries and wealth offerings, emphasizing legacy-brand storytelling plus precision digital acquisition to drive ROI.
- Leverage legacy positioning to build trust with high-net-worth prospects
- Use local leaders and events to accelerate deposit and loan growth
- Allocate media mix to balance awareness and targeted acquisition
- Measure AUM and non-interest income lifts to validate campaign impact
For competitive context and further analysis of marketing tactics and regional plays, see Competitors Landscape of Old National Bank
Old National Bank Porter's Five Forces Analysis
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