Bridgewater Savings is a full-service community bank that serves the Massachusetts Metro South region. The bank had been concentrating the bulk of its marketing efforts on growing their business services customer base. While successful, it was time to focus again on the retail side.
The bank engaged Stackpole & Partners to help build the bank’s overall brand image and build familiarity with retail offerings. The challenge was to elevate the profile of Bridgewater Savings’ retail services while continuing to support business development efforts.
We began with market research that would inform our thinking about existing perceptions of the bank and decision drivers that affect bank choice. We then increased the scope and reach of their existing media strategy to encompass print, online and television.
The creative solution is grounded in the fact that convenience is a key driver of bank choice. With the tagline, “Right where you want to be” as the centerpiece, we developed a campaign that defined convenience as more than a geographic footprint, including personal service and product sophistication as factors. This message is then communicated with a distinctive voice and brand personality. Tactics include print ads, collateral, television, newsletters and online ads.