Community Bank NA is a commercial bank serving customers in Upstate New York, Northeastern Pennsylvania, Vermont and Western Massachusetts. In 2015, the bank was looking to revitalize its brand and marketing efforts. Its tagline, “bank happy,” had been introduced about eight years earlier, and with scant recent brand research, the bank was unsure if this campaign was resonating with customers.
Dixon Schwabl was named Agency of Record and charged with
reinforcing and elevating the brand across its regional markets
to drive customer acquisition.
Rooted in the desire to drive measurable business results and attribute new accounts and customers to marketing efforts, Dixon Schwabl first sought to validate the existing “bank happy” campaign.
Customer research quickly confirmed the current campaign was resonating with customers and other key audiences. It captured the bank’s approach to customer service and was an accurate reflection of the brand.
To reinforce and elevate the bank’s brand, we turned to TV for its
ability to generate a strong emotional appeal with customers and prospects.
Dixon Schwabl developed and produced a slice-of-life campaign—a series of vignettes—that celebrated life’s simple, quiet joys, made possible by positive experiences with Community Bank NA.
We embraced the bank’s rural roots with a more “plainspoken” approach that came to life through colors, typography and language that are casual, friendly and approachable.
The fresh color palette and touch of verbal whimsy were applied to direct mail, online banners, print ads and in-branch signage promoting products and services as tools to help customers achieve a better, happier life. DS is also managing and contributing to CBNA’s content marketing efforts, including a series of brand journalism videos highlighting community success stories the bank has helped make possible.
As Community Bank NA increases its footprint though strategic mergers and acquisitions, Dixon Schwabl continues to serve as the bank’s marketing communications partner. Recently, the bank completed its merger with Merchants Bank in Vermont and Massachusetts—and Dixon Schwabl assisted with media planning, creative messaging, public relations, social media community management and an online presence to help integrate the new customers into the Community Bank NA family.
Dixon Schwabl executed a multi-channel marketing approach for
Community Bank NA. In 2016 alone, the bank opened 45,000
new checking accounts. Other notable results by tactic include:
Search engine optimization (SEO) initiatives generated 24% growth in organic search traffic, including 15% from new visitors.
Search engine marketing (SEM) saw a 245% increase in click-throughs to the website at 60% less per click after Dixon Schwabl audited the SEM strategy.
Digital media directed specifically at every ZIP code Community Bank NA serves—generated 63.5 million impressions and 167,000 clicks to the website.
Traditional direct mail promoted personal and business banking accounts—eight direct mail pieces leveraged seasonal gift offers to drive customers into their local branch. The bank saw a 50% conversion rate for prospects who visited the website after receiving the direct mail piece.