To support its goals for continued growth, Watertown Savings Bank (WSB) targeted neighboring Arlington, MA as the site of their newest branch location. Located just a few miles outside of Boston, Arlington is home to several big banks and another close competitor was planning to expand into town making the race for deposits even more heated.
We faced several challenges entering this market—standing out in a crowded advertising environment, creating anticipation and excitement about WSB’s expansion, driving foot traffic, generating immediate deposits and accomplishing all of this before our competitor formally launched their branch.
The underlying strategy was to employ an integrated media campaign to optimize budgets and ensure a dominant voice during this critical launch phase. A key element of the strategy was to rapidly launch a well-coordinated, well-supported effort, acquiring as many new customers as possible before the competition could establish a foothold.
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