Marketing Campaigns: Roxboro Savings Bank
Company: Roxboro Savings Bank
Base: Roxboro, NC
Branches: 2
Assets: $183 million
Diary of a Business Problem
Business Problem
Roxboro Savings Bank was facing new competition from national banks entering the local market, and needed a way to stand out. How could the small-town financial institution differentiate itself from the masses without competing on rates or product features? Lacking a clear messaging strategy, Roxboro Savings Bank needed help from the experts. CBC, who had recently helped guide the bank through a successful rebranding, was tapped for a full marketing campaign to uniquely position Roxboro Savings Bank and promote brand awareness.
The CBC Solution: A Campaign That Hits Close to Home
Print Ads
In order to convey Roxboro Savings Bank’s close connection to the community and customers, CBC created a series of print ads featuring real bank employees. Messaging highlighted the benefits of working with local bankers who were also neighbors, friends and family. In a market of largely impersonal financial institutions, CBC helped give Roxboro Savings Bank a face that local residents would recognize and trust. The print ads featured a total of ten employees, ranging from tellers to the CEO, and were run in the local newspapers. Matching banner ads were also run on the publications’ websites to ensure that the campaign stayed top-of-mind for readers.
The campaign messaging focus was:
These days. This banker. For local service done the local way, call on this local banker, one of many found at the only Roxboro-based financial institution.
In addition to the print ads, this messaging strategy was used throughout the entire campaign on billboard, web banner ads and radio.
Billboard
CBC continued the same “These days. This banker.” messaging with Roxboro Savings Bank’s billboard advertising. Rather than pushing rates or products, the billboard featured a photo of Roxboro Savings Bank employee, Tabitha, who many people in town recognize, and communicated the benefits of banking with someone familiar and understanding.
Radio
As part of the campaign, CBC wrote scripts for two compelling spots, which were run on WAKG – a popular local country station. The spots emphasized how Roxboro Savings Bank’s position as the only local financial institution allows the bank to better understand and help its customers.
Sample Script:
:30 Radio 1: “Philips”
You know those times when you really needed a Philips screwdriver, but all you had was a flathead? Having access to the right tools at the right times makes all the difference. Thankfully, when it comes to banking, there’s only one clear choice: Roxboro Savings Bank, the only Roxboro-based financial institution.
These days, it makes sense to partner with a local bank that provides close attention and banking with a local understanding.
Call on your local banker: Roxboro Savings Bank.
roxborosavings.com
Member FDIC
Results
The campaign resulted in greater awareness of the Roxboro Savings Bank brand in the community, and clearly differentiated the local financial institution from big national banks moving into the area. The employee photos in the campaign generated pride among staff members, and volumes of positive feedback from customers excited to see their favorite bankers highlighted. Residents became cognizant of Roxboro Savings Bank’s “Closer to Home” positioning and learned the benefits of banking with a familiar face. The campaign helped the community understand that the local bank was able to offer more tailored and understanding service because of its long history in the area.
