Overview
Franklin Savings Bank, a community bank in western Maine, wanted to drive deposits, dial up its brand presence, and nurture local relationships. The solution: A refreshed brand informed by a series of in-depth discovery sessions and brand vision presentations. Along with the new brand, the bank asked Pannos to develop a campaign strategy to replace their tired routine of driving checking account ads to webpages. Here’s how we unveiled the new brand and launched the new campaign.
Services used on this project
- Design
- Copywriting
- Digital Media Services
- Strategy
- Web Design
Project Goals
The Ask:
Develop and implement an integrated checking campaign to drive deposits, deepen customer relationships, and convert prospects with trackable campaign results.
The Answer:
Curate a campaign consisting of SEM, social, digital and print ads, plus a landing page, for multiple customer touch points and trackable results.
Develop and implement an integrated checking campaign to drive deposits, deepen customer relationships, and convert prospects with trackable campaign results.
The Answer:
Curate a campaign consisting of SEM, social, digital and print ads, plus a landing page, for multiple customer touch points and trackable results.
Process
Our first step was to reverse engineer a campaign by designing a new landing page for the bank’s two checking accounts. Driving traffic to a landing page versus a web page makes it easier to manage content, track the user journey and employ dynamic design elements.
Each line of copy spoke directly to Mainers’ busy, adventurous lives, reassuring them that a better checking account would mean less time worrying about finances and more time soaking up the natural beauty of Maine.
Design elements like a palette of serene blue hues, outdoorsy images, and a bright wheel icon emphasized the relaxed vibes of working with Franklin Savings Bank. (Market research note: Such images resonate with the way Mainers see their lives.) The social, digital, and print ads followed, using the same Maine-centric headlines and nature-oriented designs. Each campaign image was hand-picked to fit the season. Once the weather began to change, the Pannos team was quick to swap out images.
To reach the largest audience and track performance across platforms, the Pannos media team recommended SEM ads, print ads, Facebook and Instagram newsfeed and story ads, and programmatic and responsive display ads. We had so much confidence in this strategy that we followed the same process for the bank’s construction and mortgage loan campaigns. And the results were just as good!
Each line of copy spoke directly to Mainers’ busy, adventurous lives, reassuring them that a better checking account would mean less time worrying about finances and more time soaking up the natural beauty of Maine.
Design elements like a palette of serene blue hues, outdoorsy images, and a bright wheel icon emphasized the relaxed vibes of working with Franklin Savings Bank. (Market research note: Such images resonate with the way Mainers see their lives.) The social, digital, and print ads followed, using the same Maine-centric headlines and nature-oriented designs. Each campaign image was hand-picked to fit the season. Once the weather began to change, the Pannos team was quick to swap out images.
To reach the largest audience and track performance across platforms, the Pannos media team recommended SEM ads, print ads, Facebook and Instagram newsfeed and story ads, and programmatic and responsive display ads. We had so much confidence in this strategy that we followed the same process for the bank’s construction and mortgage loan campaigns. And the results were just as good!
Results
This campaign has shown a tremendous lift over previous campaigns, thanks in large part to the implementation of landing pages. Conversions surged by over 300% and cost per conversion dropped by over 50%. Here’s a two-month before-and-after comparison:
Checking Campaign with Webpages
Conversions: 25 Average CPC: $4.53 CTR: 18.67% Cost/Conversion: $67.38 Conversion Rate: 6.72%
Checking Campaign with Landing Pages and New Creative
Conversions: 62.40 Average CPC: $4.30 CTR: 23.48% Cost/Conversion: $27.98 Conversion Rate: 15.37%
Many of these metrics can be attributed to the landing page, which provided clear CTAs in the headers. The campaign also followed what we define as best practices for word count and keywords, which in turn improved Google search ad rankings. In just eight weeks, this campaign generated over five dozen new checking relationships for this boutique community bank. By updating their approach to digital marketing, Franklin Savings Bank nearly tripled checking account acquisitions within their market.
Checking Campaign with Webpages
Conversions: 25 Average CPC: $4.53 CTR: 18.67% Cost/Conversion: $67.38 Conversion Rate: 6.72%
Checking Campaign with Landing Pages and New Creative
Conversions: 62.40 Average CPC: $4.30 CTR: 23.48% Cost/Conversion: $27.98 Conversion Rate: 15.37%
Many of these metrics can be attributed to the landing page, which provided clear CTAs in the headers. The campaign also followed what we define as best practices for word count and keywords, which in turn improved Google search ad rankings. In just eight weeks, this campaign generated over five dozen new checking relationships for this boutique community bank. By updating their approach to digital marketing, Franklin Savings Bank nearly tripled checking account acquisitions within their market.
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