The Lowell Five is the oldest financial institution in the city of Lowell, Massachusetts – and 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.
Awareness levels of the many tailored checking products and lending options available to the customer were low. With a prior flight of heavy print advertising presence in place, the creative needed a concept refresh in order to spike awareness, while the design needed to remain true to the existing brand standards.
The strategy for the retail-banking program was to support awareness of both checking products and lending options, with an integrated program that deployed the most effective media vehicles for each product line. The strategic media mix for the retail program included: radio, print, online and transit.
Stackpole developed creative that effectively communicated the flexible checking products and mortgage options available from The Lowell Five. A strategic mix utilizing the most effective media was used to deliver our target audience, and inform them of the personalized lending options and vast array of checking products that could put them in control of both their finances, and their future. A bold tone and look was infused throughout the campaign to reinforce the strength of the product offerings.