Watertown Savings Bank (WSB) is a community bank located in the greater Boston area. Over their long history, they have grown to eight branches and over one billion dollars in assets. During that time they have remained independent and firmly established in the communities they serve.
WSB currently enjoys excellent awareness in Watertown. However, there is an evolving competitive threat from the “big banks” and weaker market penetration in surrounding communities. Stackpole & Partners recommended strengthening WSB’s corporate image and building preference throughout their primary trading area in order to protect WSB’s position.
We developed a campaign that communicates WSB’s key point of difference, their focus on meeting customer needs. Throughout all tactical initiatives – television, print advertising, outdoor, in-branch, and even this year’s annual report – WSB is positioned consistently in terms of message, look and feel in order to make a lasting impression on the target audience.
The creative solution was to position WSB as the bank that is “about more than money” and infuse the campaign with a strong corporate personality. A range of headlines tied back to this theme – “We’re about helping families prosper,” “We’re about helping our community thrive,” “We’re about helping businesses grow,” etc. And, for each piece, we used visuals that were warm, friendly and appealing to reinforce the voice and personality of the campaign.
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