Cape Ann Savings bank has been locally owned and operated out of Gloucester MA since 1846. By growing in the financial services and sub-branding departments, they have been able to continue to expand into the regions of Rockport and Manchester by the Sea. Even with local growth, Cape Ann Savings Bank had a lack of presence in the media. The savings bank turned to Stackpole and Partners to help them build their local brand and reach out to potential customers.
To generate awareness of Cape Ann Savings Bank’s brand image, we created three TV spots as part of a television campaign for the bank. The spots, designed to reiterate the fact that Cape Ann is a bank that is rooted in the history of the town, also needed to speak to consumers interested in lending services as well as educate prospective clients on the mortgage and consumer banking that they offer.
The three spots, each independently geared towards “Business”, “Retail”, and “Trust play up the theme of a reliable, locally operated bank. The ads feature images of Cape Ann with an overlaying dialogue that explains why Cape Ann is the savings bank for all of your business needs. The local tone of the ad is given off in the chosen images that circulate through the 30-second time slot. Each spot communicates that customers will find what they need from Cape Ann whether it be in their business life, retail life, or personal life.
Because the TV spots were meant to reintroduce Cape Ann to the public, it was important to support heavy frequency in our media rotation. We achieved cost efficiencies by designing the ads as 30-second spots, which could drive traffic to the new website.