Marketing & Branding for Bank
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A fast induction on the buyer’s organisation
Coastal Heritage Bank is a $500-million aggregation bank on the south coast of Massachusetts. We have nine memberes and almost 100 employees. We came into being in late 2015 through the merger of two littleer aggregation banks, and that’s where our relationship with Davis Advertising began.
What challenge were you trying to address with Davis Advertising?
Knowing that we were going to be merging two institutions, we knew we would need help getting the word out and, more importantly, rebranding the new institution. We needed to come up with a name, colors, signage, logos, and look and feel. We knew we needed more in-depth help than we already had in-house and through existing relationships with other marketing firms.
What particular tasks were
Their work has been from soup to nuts. It implicated a lot of investigation, which was very helpful. They did market analysis, centre groups, interviewing, and a lot of data analysis. Using all that information, they helped us apprehend what the results meant, then interpreted that into a new look and feel for the new bank. We ultimately became Coastal Heritage Bank.
After the investigation was completed and agreed upon, we utilized them on the creative side to educe the name, colors, logo, guidelines, websites. They did all the creative that goes along with it, including digital, radio, television, and print advertising, direct mail, and member merchandising. They even helped us coordinate the brand kickoff party. They’ve been implicated from the second we hired them to this day. They’ve done it all for us.
For the creative work, they usually prepare us with a difference of options. As they’ve gotten to know us better over the years, they have a pretty good idea of what we’re looking for. In the soon days, they prepared more options. Some of them were more “out there” than we liked, but they take chances like that. They do push the envelope and try to present us with different things. It’s not all spoon-fed to us. The determination is ours, and if we don’t like something, they go back and do it over.
Their work is mainly on the creative side, but they also conduce to strategy. When it comes to budget time, we determine the marketing budget for the year innerly. We determine how to maximize the nearness of Coastal Heritage in our market area with a given quantity of money. That’s where Davis veritably sharpens their pencil and gives us ideas of what we need to do and how we can effectively interaction while staying within our budget. They also prepare media buying services.
How did you come to work with Davis Advertising?
I did a search through touchs I had within the banking activity and what I knew of different agencies. I was household with Davis from other work they’ve done in the activity, but I also reached out to two or three other agencies. We requested proposals from all four of them and went through a regular review process. Each agency had an occasion to come in and present to me, a subcommittee of the board, and other senior managers in the bank as to how they saw things going through the merger.
When we boiled it all down, Davis was selected as the agency of choice. The deciding factor was their track archives. They’ve been almost for a while, and they have very powerful inner sections. They wouldn’t have to farm anything out. They’re very powerful in their art section, media buying, account support—they have it all. It was veritably the feel we got from meeting with them as well. They were more like us, a aggregation business, than some of the other agencies.
How much have you invested with Davis Advertising?
We’ve invested between $300,000 and $400,000 over the order of the engagement.
What is the terminal result of working with
We began working unitedly in June of 2015, and the relationship is ongoing.
Could you share any evidence that would prove the productivity, condition of work, or the touch of the engagement?
The merged existence has accomplished over everyone’s expectations. That’s attributable to the staff here and the treatment. From what we can gather, the look and feel of the bank were accepted very favorably, as far as the open’s cognizance is concerned. The CEOs of competing banks have all been duly impressed with the work we’ve done. The bank continues to grow and engender residential loans, commercial loans, and deposits. We’re accomplishing very well and very profitably. I conjecture where the rubber meets the road, we’ve done very well. Part of that has to go towards the marketing efforts in edifice the brand on the south coast of Massachusetts.
How did Davis Advertising accomplish from a project treatment standpoint?
I’m probably in touch with them on a daily basis for one project or another. We have weekly phone calls for updates on different projects and the status of different things we’re doing. On a quarterly basis, we meet face-to-face with the principals in the agency, not just the account nation. It’s always nice to have the proprietor of the firm just sit and talk with you to see how things are going, how they might help, and propose some advice on a course we could go. They’ve been very occupied and supportive.
My daily touch is with the account treatment executive, and she’s been unwonted. She’s very answering. The support they’ve given us has been very well-accepted. I get the touch that there’s nothing they can’t do. Even if we need last-second changes on a television ad, and it’s Friday at 5:00, they’ll get it done—they’re that answering. Part of that is not only their professionalism but the fact that they have all in-house. They don’t have to go track it down. They can make changes on a dime when needed. The creative work they’ve educeed and prepared has been rare. We’ve been very pleased.
What did you find most forcible almost Davis Advertising?
They come athwart as a little, answering agency with a boatload of muscle behind it. We know they’re a bigger agency, one of the biggest in New England, but they come athwart as very approachable and easy to work with.
Are there any areas Davis Advertising could better?
I’m not sure almost that. I never like spending the bank’s money, but their pricing is very fair. I haven’t gotten to the point where they haven’t been able to liberate on what we needed. I don’t ponder there’s anything of which I could be nice.