Clifton Savings, a 12-branch bank based in Northern New Jersey who had long enjoyed a prestigious reputation as a legacy community bank, recognized that it needed to reposition itself for future growth. With a limiting name that conveyed just one of the many towns they served and a new generation of customers to attract, the bank needed to reinvent itself to stay competitive.
After taking the initial step to rebrand, changing its name to CSBK, and opening upgraded branches in targeted millennial areas, the bank now needed the right partner to help tell their story.
Based on our financial marketing expertise, CSBK turned to Turchette to help enhance brand awareness for their new identity, increase deposits for the new branches, and grow their customer base across markets.
We executed an awareness campaign with a call to action for banking local, appealing to millennials who often support local businesses/causes. The campaign visuals and messaging targeted urban millennials with a commuter lifestyle who lived in up-and-coming cities where CSBK’s new branches were slated to open. And knowing that millennials like rewards, we incentivized them to open an account with promotions which included Netflix, Amazon, Spotify, and Uber.
Our 360-degree creative included print ads, collateral, direct mail, digital ads, mobile geo-fencing, Google Ads, social, outdoor, and a TV spot.
THE RESULTS
The “Bank Local” mobile geo-fence campaign generated a click-through rate 3x the national average.
4 million+ impressions within a 3-month period for a residential lending products promotion via strategically optimized Google Ads campaigns.
CSBK was successfully positioned for the future as a leading, innovative community bank as well as a desirable investment. One year following our bank local campaign, CSBK was acquired by Kearny Bank – currently the fifth-largest community bank in the New York area.
