Lowell Five Bank had grown to become one of the premier banks in Massachusetts’ greater Merrimack Valley. While the bank had long had the asset and lending power of bigger banks, their capabilities were not recognized fully enough by the general public. 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. To do this we built upon their already-established reputation and credibility. A new tagline was devised to reflect upon Lowell Five’s greatest strength—the fact that they are “The Relationship Bank.”
Through a series of strategic deliverables, we successfully enhanced Lowell Five’s brand in the marketplace, creating awareness that they deliver the products, services and technology-based conveniences of a large regional and national institution, along with the local knowledge, expertise and extraordinary customer service you’d expect from your local bank.
“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 crafted to highlight the bank’s best-in-class mobile banking experience and high-touch customer service.
“Real relationships get things done.” “Real relationships make things happen.” “Real relationships build things that last.” A thoughtfully-conceived campaign aimed at business banking prospects and customers highlighted Lowell Five’s innovative products and their deep investment in the greater Lowell community.
All advertising was tailored to drive Lowell Five prospects and customers to a website landing page highlighting the new and invigorated branding and offering quick and easy access to the bank’s personal and business banking products.
Working with Stackpole, Lowell Five was able to build upon its already proven strengths and notable reputation to empower efforts to reach and influence newer, more diverse audiences seeking greater flexibility, personal attention and innovation in banking relationships.