My Bank Knows Me
Home Town Bank, Roanoke, Va.
Neathawk Dubuque & Packett (ND&P)
The bank decided to use real customers to tell its story. It selected a variety of
customers, including new, business and retail customers. Eight customers stories
were selected for use in an integrated marketing campaign running in multiple
media: print, online, video and outdoor.
The videos were posted both on You Tube and the bank’s website:
“With so much negativity surrounding banks these days, particularly larger
banks, the objective of the campaign was to attract potential customers to a
different type of banking experience . . . a better experience,” says Carolyn Kiser,
vice president, director of marketing.