Community Bank charts its history back to 1900. It has grown as the region has grown by combining its focus on smart growth with an unbending dedication to the success of the community. While their primary focus is on business banking, Community Bank has been at the heart of all of the communities that it lives in. As a client, they pose an intriguing challenge: we need to show that they offer equal or better service than their competitors – while also highlighting why Community Bank is more than just another bank. And we’ve been meeting that challenge for over 20 years.
Community Cares
For years, Community Bank reinforced its commitment to the community with the Community Bank Cares Program. During a specific promotion period, customers who get a specific bank product (mortgage, line of credit, business loan, etc.), the bank gives $100 to the charity of the customer’s choice. In 2014, Community Bank wanted to add a little extra push to this program. They asked us to create a message that would connect potential customers to the program and give them a sense of urgency to act. Implementation We’ve created Community Bank Cares posters, brochures and ads to tell the story to customers. In addition, the program and its accompanying marketing have been part of the roll-out message as Community Bank expanded in West Virginia and in northern Pittsburgh area locations in 2017 and 2019 respectively.
Promoting Growth
For nearly 100 years, Community Bank focused its growth on Washington and Fayette Counties. That changed in 2014 with the planned acquisition of First Federal. This would bring a significant number of new branches into the fold – and it’d open the brand to thousands of new potential customers who had no idea who the bank was or what it stood for. Implementation Print, outdoor and TV running throughout the region highlighted the New Day in business banking that customers could expect from Community Bank. The pieces made sure that potential customers could find themselves included in Community Bank’s mission to provide Better Business Banking. Creative cues developed in this campaign have helped drive development of creative in other new markets as well.
Rapid Response
As the nation sprung into action to meet the challenges of the Covid-19 pandemic, Community Bank wanted its customers to know that they could count on their hometown bank to navigate the economic hardships, and potentially-confusing bailout processes, to come. Implementation: In about three days, we went from client request to finished product on a print, digital, and in-branch campaign. One of the benefits of a long-term relationship like this is that both agency and client can build a level of trust that lets us all do the right thing in a crisis.
