THE CHALLENGE

TCB, a community bank in a number of Boston’s neighborhoods, lacked awareness with the growing millennial demographic – a key target audience necessary for growth in their market. Additionally, TCB was concerned that their brand image was dated and not helpful to their marketing efforts.

 

Agency451

THE APPROACH

Agency 451 makes it their business to understand everything there is to know about a client’s customers and uses that insight to develop key messaging and campaigns. The 451 research methodology revealed that the bank’s brand and image, while known to the existing customer base, provided no distinction in the crowded banking marketplace for prospects who were completely unaware of this strong locally-based option.

Agency 451 created an integrated marketing campaign that included creative assets, signage, PR, social media, and traditional & digital advertising. The 451 Creative Team invoked an inclusive voice that is welcoming to the diverse nature of Boston’s neighborhoods, and incorporated a unique color palette and creative elements that resonate with target communities across Greater Boston.

With the new branding in place, and acceptance and awareness increasing both among the existing customer base and the desired demographic for growths, we took the next step of partnering with Boston Tweet for the TCB Boston Scavenger Hunt. Through a series of tweets, 225k followers were instructed to use their wits and knowledge of Boston to find TCB envelopes of cash hidden around the city. Additionally, we have created opportunities to highlight TCB’s local small business base in each neighborhood and offered opportunities for customers of TCB to gain discounts and introductions to these exciting locally-owned businesses.

Agency451

THE RESULTS

TCB received more than 4M+ impressions through digital marketing channels, and increases of

  • >100%

    personal banking traffic

  • >100%

    personal online banking

  • >100%

    overall contact traffic increase