How does a 100-year old community bank that prides itself on personal relationships stay relevant?
Good question.
That’s what Brentwood Bank pondered after traditional branch visits plummeted.
Our answer: redefine the meaning of banking relationships.
In research, the younger growth audience said they want a relationship with their money. Not their bank. And to be relevant, an institution must show it can help consumers digitally self-manage routine financial needs
everyday.
Branches still held purpose, too. But not for cashing checks or teller chit-chat. Consumers saw branches as resource centers that delivered face-to-face solutions for items such as mortgages and small business lines of credit – the things they’ll need
someday.
Helping people avoid branches and merrily go about their lives everyday, while providing the personal financial answers they’ll need someday.
And so, a campaign was born.
BROADCAST :30
The two days that count.
“Everyday and someday.”
Show consumers you respect and honor their needs - on their terms – and these two days can make all the different.
RESULTS
Did it work?
15%^
uptick in checking deposits
17%^
boost in business checking accounts
13%^
spike in home equity loans
Because it doesn’t matter if branch visits don’t come back, as long as customers do.