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.
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