Reading Co-operative Bank (RCB) has remained staunchly independent in this time of bank mergers, is locally controlled, and is one of the few Massachusetts banks lead by a female CEO. While RCB has met its operational goal of offering services comparable to the big banks, they had not met their marketing goals of communicating their breadth of services and unique culture.
Our challenge was to increase awareness and brand preference within the key target geography of Reading, North Reading and Wilmington, MA. Secondary goals included increasing usage of core consumer products and introducing online bill pay.
To build awareness and preference, we developed an integrated communications program that grew from RCB’s distinctive brand position. Developing a strategy for increasing the use of core products was more challenging. We wanted to stretch the budget to meet the secondary goals without diluting funding for the branding message. Therefore, we concentrated on identifying cross-sell opportunities and developing in-branch materials and customer outreach initiatives.
The creative solution centers on the new logo and the tagline we developed for RCB, “We’re all yours.” This simple tagline perfectly captures RCB’s spirit and a key point of difference—customer service is RCB’s top priority. Messages tying back to this positioning were threaded throughout all television, outdoor, print advertising, and in-branch materials.