 Brand Development
Problem:
Carolina Bank wanted to develop brand awareness and differentiate its attentive personal services from those of larger banks. Solution:
After reviewing market research findings, PMG proposed a positioning statement “Simplifying your life” and developed a graphic symbol of a hammock to exemplify the benefits of the simplified life. This element was incorporated in all print advertisements and collateral material. 30 second and 15 second TV commercials were developed featuring either a man or a woman relaxing in a hammock while the voice over talks about the services that make the bank different. To encourage traffic in the branches, a sweepstake promotion with hammocks as prizes ran for six weeks. Entry boxes were prominently displayed in all branches alongside one of the prize hammocks. An entry form was also available online at the bank’s website. |
