The Power Of Local campaign drives the brand – and the business – forward.
Taking a bold new approach that emphasizes the bank’s community values and customer first ethos, the new positioning is having impact way beyond marketing. While key metrics like mortgage starts and awareness saw double digit increases, the new positioning also helped crystalize the bank’s core purpose. The Power Of Local became the guiding star for internal initiatives and community engagement, and helped launch innovative products like Great Start Savings and a successful local credit card program.
The brand repositioning was launched with an integrated, 360 campaign that championed the customer – instead of products – in digital, social, broadcast, and in-branch materials. This campaign and its bold creative drove positive business results including a 21% increase in mortgage starts, and a 24% decrease in cost per mortgage starts.
“A highlight of our year was the introduction of our new brand platform. It represents the true essence of Newtown Savings Bank, which is why we worked to make it more than just an advertising tagline.”