Client Profile: Haddon Savings Bank is a two-branch community bank in Southern New Jersey. Challenge: A 100-year-old traditional bank with two branches in Southern New Jersey needed to break out of the public perception as “a bank for your grandmother” to compete with multinational banking conglomerates. With a limited marketing budget utilizing stock photography, the goal was to build the brand and make consumers aware that the folks they’ve known for a century can compete and beat the services of the big banks. Solution: I created image-driven print and digital ads to give the bank a personality, as well as educate the consumer about rates and services with the use of the "You Belong Here." tagline. The hero image of each ad beckons the reader to "go" where they want to go, while the copy reinforces that Haddon Bank is the key to getting to that destination through its products and services. Result: Campaign raised brand awareness and helped increase loan originations by 165% and total assets by 126%. Scope of Work: All concepts, design, copywriting and stock photo research/manipulation.
