Community Bank Smarter segmentation: Driving record results for a leading bank
A one-size-fits-all approach doesn’t always fit. For years, Community Bank relied on broad messaging to reach customers and prospects—regardless of their unique banking needs. For marketing that really cut through, it was clear they needed a data-driven, targeted strategy.
Services
- Target segmentation research
- Brand + creative strategy
- Media strategy, buying + planning
- Video production
- Content strategy, planning + creation
- Public relations
- Website design + development
- Email marketing
This bank used research to connect customer segments to its products and services
Community Bank needed real, local data from its footprint, including how people banked and what they cared about. The research revealed distinct, marketable customer segments—each with their own financial needs, consumption habits and communication preferences. Those segments were mapped to products and services, creating a clear connection between who the bank was talking to and what it was offering.
Results
- 100% improved reach, engagement and media efficiency
- YOY record-breaking performance across campaigns
Marketing research into the "Earn and Spend" banking audience
Marketing research into "Hyper-connected" and "Entrenched" banking audiences
Marketing research into the "Opportunistic" banking audience
Segment insights shifted everything: media, creative, lead-gen, nurture streams, and web
This foundational work led to an overhaul of the media strategy and spend, campaign messaging and creative, lead-gen tactics and nurture streams, and even the bank’s website. Segmentation didn’t just inform the marketing—it became the backbone of it.
Digital Homebuyer’s Kit created for mortgage customers
Marketing collateral for the bank’s homebuyer audience
A banking customer’s video testimonial
Business banking and mortgage video testimonials
Awards
American Advertising Awards, Greater Rochester
- Silver—Video Editing
Telly Awards
- Gold—Branded Content
Key Elements
- Infographics for easy implementation across the bank
- Real customers sharing their stories in real environments
- Smart, informed cross-selling strategy