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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