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222 Merrimac Street
Newburyport, MA 01950
Tel: 978.463.6600
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Norwood Bank

Integrated Brand Campaign

Leveraging the momentum of an existing “Boundless Banking” campaign, we sought to revive interest and re-engage prospects with a fresh creative campaign featuring an updated look and refreshed messaging across all campaign channels – outdoor, print, radio, broadcast and digital.

Industry
Our role
Awards

SIA-Best of Show, 2 Golds, Award of Merit
NEFMA-Second Place in the “Outdoor Advertising” category

Norwood Bank

Fresh, new creative expanded on the idea of “Boundless Banking” continually evolving to deliver more banking options and innovations for ways customers and to support Norwood Bank’s market position as a progressive, technology-focused bank.

Norwood Bank

Maximizing the Benefits of Video

Seeking to extract maximum benefit out of Norwood Bank’s investment in engaging creative assets, we developed a simple motion graphics video to run as part of a broad-reach cable TV buy. This same video was then repurposed for targeted social media channels and deployed as demonstrative content on the Norwood Bank website.

The Atomization Effect

The successful “atomization” of this video contributed significantly to the campaign’s overall success. Following the initial launch, Norwood saw an increase of 57% in new Boundless Banking accounts in 2017, with 45% of Norwood Bank accounts converting to Boundless Banking accounts. Mobile banking usage grew 14% in 2017. E-banking grew by 4% and BillPay by 7%.

Low CPM Media Buy Delivers High Visibility

To ensure high visibility among both Norwood residents and area commuters, an outdoor campaign was strategically placed in the local commuter rail stations. This placement leveraged the captive eyeballs of commuters waiting for trains and invited them to take in the intriguing creative execution and messaging. This layer of the integrated campaign helped elevate the level of awareness at a low CPM.

The Takeaway

Norwood Bank was savvy enough to recognize the benefits of working with a truly full-service agency—one with extensive experience serving the banking industry—when they again chose to work with Stackpole. As a result, a legacy campaign was given new life and ever greater urgency thanks to a thoughtful alignment of message and method.

Learn how our team of strategists and storytellers collaborate to connect customers with your brand across all channels.

Stackpole
222 Merrimac Street
Newburyport, MA 01950
Tel: 978.463.6600
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