K-N Case Study:
Embassy Bank VB3®
CLIENT:
Embassy Bank for the Lehigh Valley
Business Banking
Leading Lehigh Valley-based community bank with over $1 billion in assets
GOALS:
- Develop a distinct brand that communicates the value and uniqueness of Embassy’s business banking products and services
- Create broader awareness among Lehigh Valley business owners and managers of products and services available
- Create warm leads
- Develop consistent, effective sales tools
- Increase account openings and loan applications
STRATEGY:
Most banks focus on rates when approaching businesses to open accounts with them. To create differentiation, K-N developed a brand that shifted the focus from rates, which can change and do not reflect fees that drive up costs, and accentuated the overall value of the services and relationships that are unique to Embassy Bank’s approach to business banking.
The Value-Based Business Banking® (VB3®) logo and messaging were developed, and applied to the website and all marketing materials. A targeted advertising campaign using an integrated mix of outdoor, digital, select print, e-newsletters, and radio was executed to establish the new brand.
RESULTS:
- 479% year-over-year increase in pageviews (2,706 vs. 467) across all business banking pages during the first month of the campaign.
- 204% quarter-over-quarter increase in pageviews (6,380 vs. 2,095) during the first three months of the campaign.
“Within a few short months, the new branding was making an impact. Businesses were noticing, more calls were coming in and the pipeline for loans definitely increased for our business lenders.”
– Jim Bartholomew, SEVP & Senior Lending Officer, Embassy Bank
Ready to Get Started?
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