The Lowell Five Cent Savings Bank is the oldest financial institution in the city of Lowell, Massachusetts and has been a cornerstone of the community for 160 years. The Lowell Five takes pride not only in offering a superior range of financial products but also in providing exceptional customer service and continued support to Lowell and the surrounding communities.
In 2012, The Lowell Five focused the majority of their marketing efforts on introducing their small business products and services to the market. In 2013, both business and retail products were highlighted, however it was important for the bank to add local connections and a personal touch to the campaign messaging.
To provide a local element to the ads, the decision was made to put the bank’s most valuable asset, their people, front and center. By connecting a local employee to a product, The Lowell Five aimed to show that in contrast to big banks, decisions are made locally, and thus, quickly. Real people from the community who have a vested interest in the business growth and personal well-being of their customers are committed banking partners.
In an effort to marry The Lowell Five’s people and products into a cohesive ad campaign, photos were taken of employees holding a blank sign, which could then be manipulated with product-specific messaging. Further, employee photos were aligned with the geographic demographics of the media buy, providing additional evidence of the local and community-focused nature of the bank.