In 2018, Rockland Trust opened its first branch in the city of Boston, located in the vibrant Downtown Crossing neighborhood. The right marketing mix would be imperative to ensuring success in the new market, in order to position Rockland Trust as a new approach to banking with an unfamiliar audience.
Rockland Trust tasked marlo marketing with developing and executing a 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.
- Create a memorable marketing platform and buzzworthy launch 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.