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Walden Savings Bank PHASE I: Overview A community bank since the 1800’s, Walden Savings Bank suffered from a common problem. They were so well known that their customers really didn’t know them at all. Community perception had not kept pace with their growth. Many customers were unaware of the range of branch locations, business and consumer services, and new products that Walden Savings Bank had to offer. Their logo and overall image was old-fashioned, and needed to be brought up to date. We were asked to increase awareness, rebrand them with a fresh look, convey their continued commitment to the community, launch new products, and drive anticipated expansion. We launched a coordinated marketing and public relations campaign that began with the basics:
Then, we integrated marketing tools to build brand promise:
The results?
PHASE II: Overview Walden Savings Bank (WSB) continued to grow as a regional bank with (eleven) offices in Orange and Ulster counties in New York State. Their mission is to provide the most up-to-date banking products to the savvy new customer base that has moved into the area from New York City, while maintaining their sensitivity to the local population that has always appreciated their “personal” touch to banking, and assure them that WSB would forever remain an independent institution. Client’s Challenge Walden Savings Bank had rapidly expanded its scope of services to keep pace with the growing needs of the community. In addition to broadening their scope of services, the bank had expanded with several new locations throughout the area, with plans to add four more in this fast-growing market. Their management recognized that they needed to maintain a strong, ongoing program to introduce the bank to the newest members of the community, promote awareness of their expanding scope of services, and enhance awareness of the bank in general. They also needed to promote an image that would be strong and confident enough to demand attention in the marketplace. The BBG&G Assessment The agency recognized that Walden Savings Bank competed with county banks and credit unions for what appeared to be the same customer base looking for the same products and services.
Attract the new, urban customers that had moved into the area. To emphasize WSB’s product and technological competitiveness with the larger conglomerate banks, BBG&G created a campaign that communicated the breadth and depth of WSB’s services and cutting edge products: You can do it all @ Walden Savings Bank. The “YOU CAN DO IT ALL @ WALDEN SAVINGS BANK” Campaign A series of print ads initiated the campaign, each focusing on different banking services available to the community. The YOU CAN DO IT ALL Campaign was also adapted to radio commercials which included a jingle and a series of billboards and collateral – all part of a branding mechanism for the bank that always included a large graphic @ symbol. Further cohesive messaging was accomplished through:
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