In the fourth quarter of 2017, a major banking competitor to Rockford Bank & Trust, a full-service community bank, announced that it was being acquired by a large, out-of-town conglomerate which had no previous ties to the community. This announcement provided an excellent opportunity for Rockford Bank & Trust, now the largest locally owned and operated bank, to develop an aggressive and targeted campaign for consumers and businesses who sought to keep their banking relationship with a local bank, with local decision-making power and a local board of directors.
Solution
Chartwell Agency created a short-term integrated campaign that tied into the larger marketing campaign (“Brought to you by . . .”) and spanned multiple mediums to reach both regional business decision-makers and the general consumer. The campaign graphic was simple in design and easy to grasp through the various outlets: “Rockford” is in Our Name for a Reason.
The “Rockford” is in Our Name for a Reason concept allowed Chartwell to be extremely flexible in pushing the clear choice of a locally based, credible and stable bank through print, outdoor, television, digital and radio advertising.
This campaign related a consistent, visual identity and messaging umbrella that focused on Rockford Bank & Trust’s capabilities in helping a variety of customers meet their financial goals, whether they be personal, commercial or both.
Outcome
Rockford Bank & Trust gained considerable traction and gained new customers and clients of the bank as it acted so quickly in identifying community needs (to bank local) and garnered the largest market share of visibility through the aggressive media campaign.
This short-term campaign (like the larger marketing campaign Brought to you by . . .) also won an ADDY Award as one of the best integrated marketing campaigns.
