Reading Co-operative Bank (RCB) is a community bank that prides itself on its ability to focus on the current needs of their customers. At the moment, that focus is on expanding their ability to serve customers with a new branch and also promoting their free checking products and mortgage services.
In the midst of a slowing economy and with limited budgets, RCB challenged Stackpole & Partners to communicate three messages: awareness and preference for RCB’s free checking account, interest, and awareness of the new branch opening in Woburn, and preference for the bank’s mortgage services.
The creative strategy was to utilize a mix of outdoor and transit to generate high impact for RCB’s products and services at a low CPM. Other program elements include print for mortgage services and online banner ads on wickedlocal.com.
The key points for each message drove the concept development phase of this campaign. Particularly because the bank was moving into a new area, we wanted to make sure that the community knew RCB was a trusted resource, well positioned to help customers meet their financial goals. We created simple headlines with a bold tone and strong, vibrant colors to convey our messages. Each creative unit rotates across billboards, transit posters and online banner ads throughout the summer and into the fall.