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North Akron Savings - On the Spot Campaign
A valued client of TRIAD, North Akron Savings Bank (NASB) understood that a fully integrated advertising and marketing message was necessary to promote themselves as a leader in the local banking community. With that in mind, the bank partnered with TRIAD in the summer of 2003.
While previous marketing efforts had been successful, NASB wanted to set itself apart from its competition and develop a fresh, consistent, and cohesive branding message. After initial client input, new creative ideas and marketing strategies were presented and "On the Spot Banking" was born.
It is important for us to have a clear and distinct brand position among our competitors," said Stephen Hailer, president and CEO. "The "On the Spot" tag line helps to align our products and services and promotes our promise of efficient and friendly customer service.
National recognition was one indicator of success for the new campaign. For two consecutive years, TRIAD received high awards for its work by the Services Industry Advertising Awards (SIAA). In 2005, TRIAD was awarded "silver" recognition in the Television Advertising Series category. A national panel of more than forty judges reviewed each entry for execution, style, creativity, quality, consumer appeal, and overall breakthrough advertising content. The 15-second animated "On the Spot Banking" commercial was rated second best in the Financial Services Category, and underscored the bank's ongoing branding effort.
It was gratifying that our work had been recognized nationally by the banking industry," said Rick Krochka, president of TRIAD Communications, Inc. " As a local banking leader, North Akron Savings Bank has clearly welcomed and demonstrated a more innovative approach to marketing its services.
One mark of a successful brand is its ability to be applied to a variety of campaigns and advertising efforts. Most recently, TRIAD and North Akron Savings Bank developed a six month marketing campaign that targeted female customers and was featured in the July 2005 issue of Community Banker, a national banking publication. The campaign used a combination of billboards, postcards, and newspaper ads to promote a tiered CD product that targeted women (ages 35 to 64) with an above average income. Entitled, "Looking for a New Relationship?" the promotion generated $2.5 million dollars in "new money" and realized a 95 percent retention rate for maturing CD's.
