K-N Case Study:
Embassy Bank B.S. Campaign
CLIENT:
Embassy Bank for the Lehigh Valley
Business Banking
Leading Lehigh Valley-based community bank with over $1 billion in assets.
GOALS:
- Accentuate the differences between Embassy’s Value-Based Business Banking® (VB3®) products and services from other banks
- Further imbed the VB3 brand
- Create warm leads
- Increase account openings and loan applications
STRATEGY:
K-N developed a campaign that used humor to contrast the benefits of the Value-Based Business Banking® approach against more traditional business banking models.
A coordinated marketing mix of outdoor, highly targeted digital advertising, hand-delivered “goody” boxes, sales materials, targeted email and select print advertising were employed. Corresponding landing pages on the website were created to ensure a consistent message and increase engagement.
RESULTS:
- 291% year-over-year increase in pageviews (1,662 vs. 424) on business loan related pages during the first month of the campaign.
- 115% year-over-year increase in pageviews (22,790 vs 10,560) across all business banking pages during the campaign.
- 4,000 additional pageviews were generated on newly created business checking landing pages.
“The launch of the B.S. campaign further solidified the VB3® brand. The campaign played a huge role in helping us achieve the best year we have ever had in the commercial lending side of the bank. We were thrilled with the results.”
– Jim Bartholomew, SEVP & Senior Lending Officer, Embassy Bank
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