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NORTH EASTON SAVINGS BANK

With the pending merger of previous competitors, two Massachusetts banks needed to unite their people, products, and technologies in ways that could drive team culture and customer interest. But could an incumbent agency handle the scale – and the pressure?

BIGGEST CHALLENGES

  • Deeply understanding the distinctions and similarities between the two financial institutions before embarking on a strategic brand and marketing plan.
  • Managing stakeholder conversations with inclusion and transparency, while making a best effort to hear the voices of each bank’s larger staff.
  • Determining what elements of the banks held the most equity with employees and the public.
  • Establishing a go-to-market communications strategy that assured existing customers and intrigued prospective customers.
  • Integrating databases, portals, platforms, and other technologies to first aggregate, and then streamline, marketing operations.

KEY COMPONENTS

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Market Positioning

The partnership began in 2011 when WORX was selected as agency of record for Mutual Bank. Initial work focused on the development of a brand platform that highlighted the essence of the Mutual Bank experience – especially its customer-first mentality.

Omni-Channel Marketing

WORX led Mutual Bank digital, advertising, and lead generation efforts for seven years – helping the nine-branch community bank earn record numbers in checking account deposits, a 37% increase in overall revenue, and 8 national design awards from Graphic Design USA magazine.

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Brand Consulting

Because of its strategic insights and proven results over the years, WORX was chosen to steward the merging of Mutual Bank and North Easton Savings Bank – bringing the two previously competitive institutions together in 2018-2019.

Bank Merger Branding

Utilizing its analysis of the market area, business goals, and customer points of view, WORX developed the merged branding of Mutual Bank and North Easton Savings Bank – positioning the combined entity around a balance of community roots and financial innovation. The resulting brand not only answered existing customer questions, but it also helped drive new customer acquisition.