Watertown Savings Bank is a longstanding client of Stackpole & Partners. The bank has a strong presence in its primary trading area and a real commitment to serving its community. Currently, the bank holds over $1 billion in assets and has ten branch locations. The bank wanted to focus efforts on growing its checking account customer base. Two key challenges they faced were the prospective customers’ reticence to move accounts and a highly competitive climate with several banks offering costly premiums to entice new customers.
Our strategy concentrated on the biggest barrier — the perception that it is difficult to move checking accounts from one bank to another. We tackled this problem by grouping the full suite of checking accounts WSB offered beneath the message umbrella, “One Easy Switch.”
Every aspect of this campaign grew from the “One Easy Switch” concept. We began by securing the URL oneeasyswitch.com. Next, we developed a layered campaign that included online, television, direct mail, print, transit and a microsite. Creatively, the campaign was designed to mimic a typical movie premiere. This theme tied every aspect of the campaign together, from its familiar, yet out-of-context, visuals to the tongue-in-cheek headlines and the offer of free movie rentals to new customers. The easy steps to switching accounts were incorporated across the campaign tactics and outlined on the microsite with an online application element to start the switch. Overall, “One Easy Switch” was a refreshingly playful and unique program.
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