CASE STUDY

GEORGETOWN SAVINGS BANK | Website Development

BACKGROUND

Georgetown Savings Bank recognized the need to update their website (www.georgetownsb.com) to be more reflective of who they are today. The website was outdated in terms of overall look and feel, as well as the technology platform and ease of navigation.

CHALLENGE

Developing a site that delivers on the brand expectations of both customers and prospects became a main challenge. Integrating the Bank's unique and differentiating brand personality, which was developed recently as part of the new advertising campaign, provided a welcome challenge for design.

STRATEGY

With the main goals to increase the number of unique visitors and time spent in key product areas on the website, we needed to update content and simplify the functionality of the site. We also developed strategies to increase the site's presence on search engines and online media campaigns.

CREATIVE SOLUTION

Integrating the brand attributes and values into the content and updating the look and feel to fit the Bank's new brand identity has proven successful as part of the overall communications plan. By developing a more intuitive navigation system and presenting the information in a more organized way, customers and prospects are able to locate the information and key products quickly and easily. The Content Management Tools (CMTs) have provided the bank with instant access for easily updating the site to keep their audiences informed of new developments. Additionally, through Search Engine Optimization and Integrated Online Media Campaigns the Bank has seen an increase in the number of new visitors and access to the Bank's site.