As the financial institution with the longest history in the city of Lowell, Massachusetts — The Lowell Five has been a cornerstone of the community for over 150 years. Their niche in the banking market is providing superior financial products to individuals, families, businesses, non-profits and municipalities. The Lowell Five takes pride in offering exceptional customer service and providing continued support to Lowell and its surrounding communities.
Proprietary market research revealed that The Lowell Five had low levels of general awareness among their small business demographic. With previous advertising efforts being heavily focused on retail products and overall brand image, knowledge of the vast array of business products and services was marginal among business owners. Having an extensive line-up of business-banking products and the cache of a prestigious commercial lending team wasn’t enough to make the bank top-of-mind for those choosing a business-banking partner.
To get the word out to the broadest audience of business decision-makers, television was identified as the most effective medium from a cost-per-thousand standpoint, as well as for its ability to target geographic markets. By concentrating our buy on specific television zones, the bank was able to deliver the set of business decision-makers within the geographic areas that were identified as high-priority markets.
A 15-second spot was developed to highlight business-banking services. To appeal to the broadest range of business owners, this ad showcased the various types of small businesses that are customers of The Lowell Five. In addition to paid actors, the spot also featured some real business account holders with the bank. The messaging of the spot emphasized the array of products available at The Lowell Five and the services available for a custom fit solution for any business.