CASE STUDY

ANDOVER BANK | Relationship Building Corporate Campaign

Relationship Building Corporate Campaign

BACKGROUND

Andover Bank, a mid-sized bank with branches in Massachusetts and New Hampshire and assets totaling $1.8 billion, wanted to grow their business customer base in a highly competitive market.

CHALLENGE

As is always the case with banks, the challenge was to differentiate from a crowded field of competitors offering similar products and services, often with larger marketing budgets.

STRATEGY

We developed a campaign that communicates Andover Bank's key point of difference – their skill at building relationships with customers. Operationally, Andover Bank was structured so that one representative was able to handle most client's needs. They also enjoyed a low employee turnover rate so their staff was more experienced and more familiar with its customers' businesses. From the customer's perspective, this translates into more customized service and faster response times.

CREATIVE SOLUTION

Employed the testimonial approach with the themeline, "Whatever it takes to understand your business." This clearly illustrated to the business community that Andover Bank was serious about its corporate relationships and willing to devote time and energy to making them work. By carefully choosing the testimonial subjects, the campaign also communicated that Andover Bank had the necessary resources to service a variety of business clients, whether large or small.