INDUSTRY: Financial Services
OUR ROLE: Strategic Planning | Website Design and Development
Creative Development & Execution | Digital Strategy | Internal Branding
Awards: SIA – 1 Gold, 2 Awards of Merit
What return does a strategic rebranding yield for a growing bank?
Lowell Five Bank has grown to become one of the premier banks in Massachusetts’ greater Merrimack Valley. It has always had the asset and lending power of bigger banks, but their capabilities were not recognized by the market. Stackpole set out to correct that misperception. Our goal was to create brand awareness and drive interest in new markets, while reinforcing the bank’s position and heritage in the region and adding to their reputation and credibility. We started with a new tagline reflecting Lowell Five’s greatest strength—the fact that they are “The Relationship Bank.”
Building the brand to life.
A new tagline was just the beginning. Through a series of strategic deliverables, we successfully enhanced Lowell Five’s brand in the marketplace, creating awareness that they deliver all the products, services and technology-based conveniences of the large regional and national institutions, along with the local knowledge, expertise and extraordinary customer service you’d expect from your local bank.
Getting the message out: personal banking.
“Real relationships make every day better.” “Real relationships allow you to be you.” “Real relationships make things easier.” These headlines, crafted to get at the heart of the benefits of banking with Lowell Five, appear in an integrated digital, radio and print ad campaign—all aimed to highlight the bank’s best-in-class mobile banking experience and high-touch customer service.
Getting the message out: business banking.
“Real relationships get things done.” “Real relationships make things happen.” “Real relationships build things that last.” A well-conceived campaign aimed towards business banking prospects and customers highlights Lowell Five’s innovative products and their commitment to the greater Lowell community.
Getting the message out: landing page
All advertising drives Lowell Five prospects and customers to a landing page highlighting the new branding and offering quick and easy access to their personal and business banking products.