When Sandy Spring Bank decided to offer a premier banking program that includes free ATM withdrawl anywhere in the world, they turned to Cornerstone, a Baltimore-based marketing agency, to draw new customers.
Cornerstone, the bank?s agency of record, wanted the advertising to show the bank?s personality. “There?s wit in the campaign, and the perception of friendliness for which the bank is known,” Cornerstone?s President Greg DesRoches said. “We wanted to give [Sandy Spring] the credibility of a larger footprint with better big league products.”
Running in Washington, D.C., for a total of six weeks, the campaign ? titled “Worldwide Access” ? is a combination of print, radio and online advertising, as well as branch displays, highlighting the advantages of Sandy Spring?s premier banking program. Launched on Oct. 5, “Worldwide Access” piggybacks off of the bank?s September campaign, which advertised their consumer checking product.
“The nice thing about the campaign is that it backs up prior campaigns,” DesRoches said. “They have had a presence in the marketplace going back into August, so a good solid presence on their part.”
Sandy Spring conducted a study with 2,800 existing and potential clients and found that both convenience and access are key points in keeping a relationship with their institution. So they decided to introduce their premier banking service.
“Premier banking clients can get to their money at any ATM anywhere in the world,” Sandy Spring Advertising Manager Gus Lodato said. “It also includes a free identitytheft protection service, free online banking and bill pay features.”
“We basically wanted to communicate to people that wherever they travel, their bank is there with them through the vehicle of the all points network,” said DesRoches.
Sandy Spring has already begun to see results. “What we?re seeing is increased traffic into our branches and call center as a result of the advertising, and that?s really what we were hoping for,” Lodato said.
“We?ve been able to reach savvy, smart consumers and the materials are appealing to them,” DesRoches said. “From what I hear, the bank?s people have been very busy signing up new customers.”
Contact the agency
Cornerstone
519 W. Pratt St., Baltimore
Phone: 410-727-2131
Web site:
www.cornerstonemtm.com
