Recently, we let you know about a new account win for The Cyphers Agency: Severn Savings Bank.
In order to meet 2010 benchmarks, Severn Savings Bank is looking to increase their loan portfolio and number of deposits over the next 9 months. After listening to their needs, accompanied by in depth market and local research, The Cyphers Agency will conduct 2 separate advertising campaigns. Each will attract different consumer bases: individuals 45-60 and individuals 25-44.
Overall, we look to position Severn Savings Bank as a local financial institution that offers peace of mind for those looking for a smarter banking relationships. Through a complete brand development campaign, the tag line,”It’s Safe Here” helps address consumer fears about making poor banking choices, while the tag line “Toobigaphobia: Fear of Big Banks” with accompanying imagery speaks directly to that fear.
To break it down further, we will approach our audiences with two different ad messages. Our first audience, which is comprised of individuals 45-60, need a local bank that they can trust: personal attention and a true relationship with their relationship manager. “Think of it as a Financial Kinship,” if you will.
The second audience, individuals 25-44 are looking for something a little different. They require a local bank with real people, but they need more than that. Since this audience is always “on-the-go” and quite tech savvy, they search for accessibility and online convenience in a financial relationship. They need “Online Banking with a Pulse.
