Long-time client, Taylor Bank, sought a way to refresh their “Always Here. For Good.” messaging by incorporating new digital products and features, without losing their hometown voice and approachability. To accomplish this, Taylor had to stand out from other local banks in a way that felt genuine, current, and useful. In addition to naming and branding their improved digital offerings and digital banking app, Taylor required new creative concepts for television, radio, print, and branded content supported by digital advertising to drive home a commitment to making banking as convenient as possible for their customers.
We began by reimagining the concepts behind Taylor’s broadcast and print creative to incorporate a digital-first mindset that would resonate with the on-the-go consumer. By utilizing real Taylor bank customers and tying their passions back to the hobbies enjoyed by Taylor Bank employees, the spots created a strong tie between the customer and the bank that suggested an understanding of the customer’s needs and preferences. No time to go to the bank? “Trust us – we get it.”
Taylor Bank: Get Up, Stand Up
Taylor Bank: Crab King
To further reiterate a digital mindset, we continued to produce and promote custom content that embodies the spirit of Taylor’s tagline – “Always Here. For Good.” while continuing to build upon the “We Get It” messaging in the outbound media assets. Content was written using a combination of independent research and expert interviews with bank employees and leaders, and topics were chosen based on what would be most useful to the current Taylor Bank customer today and in the near future. Content was promoted via social media and paid search, enabling the bank to serve as thought leaders, and further driving home the community “here for you” approach that differentiates Taylor in the marketplace.