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PositionIDEA BANK - Community Bank of the Chesapeake signed deal with Financial Marketing Solutions

The "Idea Bank" showcases outstanding examples of advertising and other marketing campaigns from financial institutions of all sizes and locations. The names of advertising and communications agencies are included where appropriate.

Website

Redesign Is Cleaner, More Intuitive to Use

Institution: Community Bank of the Chesapeake, Waldorf, Md.

Asset size: $1 billion

Agency: Financial Marketing Solutions, Franklin, Tenn.

This website redesign was intended to be more than just a facelift, according to Diane Hicks, CFMP, assistant vice president and marketing manager. The new site features enhanced functionality and user experience, she notes. It was designed to be clean and easy to navigate.

The old homepage was cluttered with menu options; the new one is more focused and showcases the bank's core brand message: Exceeding Expectations.

The new site was designed to have a consistent experience, regardless of whether accessed on a desktop computer, a smart phone or a tablet.

"The content of the site was also reimaged, making it more intuitive for customers," says Hicks. Along with information on the bank and its products and services, the site has a Learning Center that provides information about financial wellness.

Other new features include business success story spotlights, an "About" page and an entire section devoted to community activities.

Community Service

Live for a Sunny Day

Institution: SunTrust Bank, Atlanta

Asset size: $171 billion

To help Americans achieve greater financial well-being, the bank launched a new campaign focused on saving for positive goals--or "sunny days." The campaign, entitled "Live for a Sunny Day," provides tools and expert advice to help people establish healthy savings routines.

The campaign had four components:

* Radio ads, which were rolled out in five major media markets as well as on Spotify and Pandora streaming radio.

* Digital ads and social media posts designed to help drive engagement for the campaign. Using the hashtag #mysunnyday, consumers can share what a sunny day is to them.

* A microsite that invites consumers to explore the circumstances that require savings planning: a wedding, a new home, a vacation, etc. The microsite also offers tools and inspiration designed to empower consumers to live for a sunny day rather than just save for a rainy one.

* Branch displays in which bank employees invite customers to describe their sunny days on a SunBurst post-it note.

Rich Media

Step 1--User is invited...

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