K-N Case Study:
Embassy Bank Hello/Goodbye
CLIENT:
Embassy Bank for the Lehigh Valley
Consumer Banking
Leading Lehigh Valley-based community bank with over $1 billion in assets.
GOALS:
- Increase deposit outstandings by 10%
- Increase overall market share of consumer banking
STRATEGY:
In the midst of bank mergers that were causing dissatisfaction among consumers in the Lehigh Valley, the fastest growing and third most populous region in Pennsylvania, K-N developed a strong message capitalizing on Embassy Bank’s commitment to remaining a locally owned institution. Using the good ol’ fashioned “Hello My Name Is” name tag, the marketing campaign showed the multitude of banks that have come and gone while Embassy stood firm.
Executed across a multi-pronged advertising mix utilizing digital advertising, outdoor, print, direct marketing, radio, and in-branch signage, the campaign generated a swell of positive feedback from the community and led to a huge increase in consumer account openings.
RESULTS:
- In the first 11 months of the campaign the bank experienced a 70% increase in new accounts opened over the same time period in the previous year.
- The campaign was a winner of the American Graphic Design Award conducted by Graphic Design USA.
“We saw immediate success with this campaign. The message resonated with the market and effectively highlighted our strengths and what sets us apart from the competition. Beyond the bottom line impact, we were thrilled with the anecdotal feedback and customer comments. The campaign added even more power to our existing brand identity.”
– Kristin Wannisky, Senior Vice President, Marketing, Embassy Bank
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