Overview
In the summer of 2019, Rockland Trust sought opportunities to build on the initial momentum created by the launch of its first branch in the city of Boston, located in the vibrant Downtown Crossing neighborhood. The right campaign would drive additional awareness and create excitement positioning Rockland Trust as a new approach to relationship banking with an unfamiliar audience.
Assignment
Rockland Trust tasked marlo marketing with developing and executing a second phase to their strategic marketing campaign designed to raise awareness of the brand’s ‘neighborly’ dedication to community and increase new customer acquisition, particularly among millennials and the affluent.
Strategy
- Launch a buzzworthy second phase of our memorable “For You Friday” marketing campaign that reinforces Rockland’s sense of community and neighborly character.
- Differentiate and define the Rockland Trust brand by emphasizing and demonstrating the brand’s focus on building real relationships, big or small.
- Expand awareness by partnering with neighborhood businesses and organizations with mutually beneficial cross-promotion exposure and potential new customer acquisition.
- Maintain buzz and engagement post-launch via sustained, exclusive programming designed to keep people coming back into the branch and educating them on the new Seaport location and Rockland Trust Pavilion.
Results
OVER 800 CONSUMERS ENTERED THE BRANCH TO CLAIM THEIR PRIZES AND ENTER THE CHARLIE CARD RAFFLE
HANDED OUT 3.7K ROXY’S GRILLED CHEESES AND COOKIE MONSTAH ICE CREAM SANDWICHES OVER 8 WEEKS
OVER 111K CONSUMER ENGAGEMENTS GENERATED THROUGH EVENTS, STREET TEAMS AND GIVEAWAYS
