Page 27 - Visual Marketing
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Why It Works videos shown on local Success Metrics
television and via
The Colorful Solutions cam- YouTube. Evans says • Since the Colorful Solutions
paign with photography by David the success is really campaign was introduced, the
McLain of Aurora Novus show- about credibility. “We business side of the bank has
cases Norway Savings, a local didn’t want to color experienced double-digit deposit
bank, that proudly announces: things—but actually shoot real growth.
“We’re from Maine—our roots people with real items in color.”
go back to the 1800s.” They • The campaign won the Best of
combine the familiar, friendly, Green is for Mike Skillin, the Show award from the American
and homespun wisdom of Maine chief financial officer of Skillin’s Bankers’ Association.
with the expertise and financial Greenhouse. Brown is for Andy
acumen of full-service institu- Charles, proprietor of Haven’s • The Colorful Solutions cam-
tions. The campaign, created by Candy, a Maine landmark. The paign really resonates with
Leslie Evans Design Associates, stories show how each business people. Norway Savings has a
features profiles of six Maine owner benefits from the personal customer retention rate exceed-
business owners delivered in attention and wide resources of ing 92 percent.
print advertisements, on the Norway Savings. Karen Hakala,
website, and in radio commer- the bank’s senior vice president Takeaway Tip
cials, as well as in six 30-second of marketing, says that Norway
Savings wanted to be the bank of Using customer testimonials and featur-
choice for small business, so they ing customer stories are time-honored
created a point of differentia- ways to bring to life the value of the
tion with their Colorful Solutions products and services you deliver. But
campaign. why not kick it up a level and use visual
clues to further emphasize the range of
customer needs you can serve?
MUCH MORE THAN JUST A WEBSITE 6
