Webster Five is a leading community bank in central Massachusetts. To help customers manage their finances more easily, Webster Five decided to significantly expand its online banking platform. Stackpole provided a variety of creative and strategic services to support this initiative and help customers take full advantage.
The campaign positions Webster Five as forward-thinking bank that combines all the latest conveniences with the personal touch only a community institution can offer. Our campaign helped to encourage use of the bank’s new mobile tools and solutions, and empower customers to bank wherever, whenever, and however they choose to.
As one of the campaign’s centerpieces, we created a series of quick and colorful videos to raise awareness of key online tools and benefits. The videos utilized upbeat motion graphics and engaging storytelling to quickly connect with potential customers. Distributed through social media and other digital marketing tactics, the videos directed viewers to the website for more detailed information and to download the apps.
To highlight different aspects of the digital banking experience, we also created radio spots, digital banner ads, FAQ documents, product and how-to landing pages, social media graphics, AdWords text ads, in-branch and ATM promotions, and email templates. In addition, we produced detailed user guides covering all online features, so users can tailor digital banking services to their needs.
We supported these creative elements with a variety of programmatic tactics to enhance the campaign’s effectiveness. For example, we optimized the reach of the digital banner ads and videos with keyword search, keyword contextual targeting, site retargeting, geofencing, and other digital marketing tactics.
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