Page 9 - Tracey Communications Banking Brochure

Berkshire bank bought the rights to The Pointer Sister’s “I'm So Excited” music and lyric. (This song is one of the most sought-after pieces of music in history.) The music was synchronized with new television and radio for retail, mortgage, and commercial lines of business. Point of purchase, outdoor, and newspaper were developed using actual employees of the bank as the focal point of the ads. Case Study: Berkshire Bank OBJECTIVE: • Change the perception of the target market from that of an older, slower financial institution to a vibrant, young, caring, and smart financial organization that was excited to help its customers with all of their financial product and service needs. • Communicate to the internal audience that the result of “their” hard work was a new, high profile communication plan designed around them. • Increase net interest income, deposit growth, commercial loan growth, overall loan growth, fee income and fee from insurance services. TRADE AD PROMOTING RESULTS PRINT ADVERTISING “I’M SO EXCITED”TM COMMERCIALS. BILLBOARD ADVERTISING TraceyCommunications.com