CASE STUDY

WATERTOWN SAVINGS BANK | Branch Launch

BACKGROUND

In an effort to deepen Watertown Savings Bank's reach in its trading area, the bank opened their tenth branch location in the North Waltham/Lexington area. WSB is very involved with businesses in Lexington, and has now stepped up the competition on the border of N. Waltham and Lexington in growing personal accounts.

CHALLENGE

Although WSB is very well known in the community, we faced many challenges from the economy and the highly competitive banking environment.

STRATEGY

We utilized a combination of attention-getting creative and strong offers to draw attention and traffic to the bank. The tactical scope included print advertising, direct mail, cinema advertising, billboards and broadcast television. The main goal was to time the launch of materials to have the biggest possible impact on the market.

CREATIVE SOLUTION

We used the seasonality of a late Spring launch as the center point of this integrated campaign and developed a message about growth. In comparison to the big corporate banks, WSB's branches and ATMs are well located and highly accessible, the bank offers great rates, excellent service and has a community presence that has allowed them to flourish. All communications tactics were tied to the new growth concept, and the bank also partnered with a local nursery to offer incentives and giveaways that also tied into the theme.