Reader’s Guide
T
Everyone Needs an Anchor
Institution:
Asset size:
Agency:
Camden National Bank
$2.3 billion
Kemp Goldberg Partners, Portland, Maine
In 2011, the bank unveiled a new advertising and marketing campaign—
and a completely redesigned website. The action followed an intensive
brand research study that included focus groups, and surveys of stakeholders and customers. Research revealed that the bank was viewed as a
trusted, genuine partner—one that serves as an anchoring force providing
stability during times of volatility and confidence during periods of calm.
The bank leveraged the research findings and the anchor image used
as part of its logo for 100 years to come up with the “Everyone Needs an
Anchor” campaign. The campaign was intended to reinforce the bank’s
reputation as a trustworthy partner to its customers, stakeholders and the
local community.
The marketing effort included TV, radio, print and online advertising.
For the campaign, collateral, signage, business cards, nametags and even
email signatures were reworked.
“Using real Maine people as the Anchor Experts in our ads to explain what
an anchor meant to them and how it represented strength, stability, and security
resonated positively with our customers
and spoke to our authentic nature,” says
Diane Norton, vice president, marketing
and communications.
