Watertown Savings Bank (WSB), a community bank with eight branches in the greater Boston area, looked to S&P to assist them with building awareness within their primary trading area, with a particular focus on the young professional market. In addition, the bank wanted to cross-sell its existing customer base and increase preference and sales of rate-competitive products.
WSB needed to attract more young professionals in order to ensure their customer base as their core customer base ages. At the same time, it was imperative not to alienate their existing customer base by appealing only to that younger market.
Communicate a distinctive personality for WSB and a unique selling proposition that will resonate with their broad target audience – both young professionals and all adults 20 to 60, while asserting that WSB is the smart, quality alternative to the big banks.
S&P developed an integrated campaign consisting of a tagline (Just one of the neighbors), two TV spots, print ads, billboards, in-branch materials, direct mail, and statement inserts. The tone and manner was warm and friendly, but also sophisticated and forward thinking in order to appeal to the young professional market. TV featured both actual community members and WSB employees, while the extended campaign showcased compelling photography of mundane objects that WSB understands represent so much more to their customers.
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