StonehamBank is a local bank with three branches in Massachusetts. Over the past two years, they have invested heavily in operational improvements in order to deliver a high level of service to their customers. Their goal this year is to increase their customer base for both retail and commercial services.
The challenge was to communicate the wide range of services StonehamBank offers and to differentiate StonehamBank from the many small and large banks in the area — particularly Stoneham Savings Bank. These goals needed to be accomplished on a modest budget.
Because Stoneham Bank had not heavily marketed its services in the past, the strategy was to treat this program as a launch and introduce StonehamBank and its broad range of products via television, online, print advertising and in-branch merchandising. Also, the key to the strategy is communicating what an innovative and progressive institution StonehamBank is, surprisingly so for a bank of its size.
Linking the campaign together is a consistent look and the new tagline, “Unexpectedly more.” This line represents the exceptional products, customer service and community commitment that StonehamBank delivers. In the broadcast medium, this message plays out in two television spots that provide an overview of StonehamBank products, anchored by the theme of community involvement. In the print advertising, “Unexpectedly more.” is linked to the sophisticated product features of the bank’s checking account and commercial services. And it appears throughout the in-branch merchandising where the goal is cross-selling products to current customers.
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