New Campaigns Equal
New Business for New Century Bank
Banking is all about loan to deposit ratios and maintaining a perfect equilibrium in that equation can be as tricky as balancing a quarter on your nose and a dime on your heel at the same time. Seasoned jugglers, the VFC team embraced the ever fluctuating challenge of supporting New Century Bank's mission last quarter.
"We have wanted to work with this particular bank for some time," said VFC Creative Director, Todd Palmer. "They're small enough that they offer real, measurable growth potential but large enough to effectively utilize marketing vehicles that can bring results in volume."
Much of VFC's strategy for New Century Bank are new advertising and marketing vehicles for the Chester County-based bank and these efforts are impacting the bank's bottom line. "We work closely with the Bank's leaders to determine needs and objectives and work to achieve goals," adds Palmer.
"We're standardizing the bank's image while positioning them into targeted markets," continues Palmer. "Before they met us they we're just running display ads with no design standard in the usual suspects – the publications their competition ran in. We're getting good penetration into their core market with new approaches and consistent branding."
Indeed, the addition of a cable and outdoor campaigns have increased the Bank's overall presence while redesign of the annual report and sales collateral have standardized the New Century Bank's image and offering.
"We're introducing a strong marketing effort without a significant advertising budget increase," offers New Century Bank President, Jim McKeighan. "Perhaps the most exciting thing VFC has brought to the table - and they have done a lot in a short amount of time - is a pinpoint marketing campaign that has allowed us to reach real specific targets."
New Century Bank, with branches in Malvern, Kimberton, Wayne and Newtown Square will be opening a new branch and corporate headquarters in historic downtown Phoenixville during this tenth anniversary year. VFC plans increased promotion of the bank's offering while supporting celebration of the anniversary and new building. For more information contact Jim Mckeighan at New Century Bank, 610-933-2000.
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BROADCAST: NEW CENTURY BANK in the Spotlight Most people click "Get Creative" on VFC's home page and are transported to our marketing case studies and information about our core competency. If you've ever been curious enough to scroll down further on the landing page and look to the right you'll see samples of broadcast work that includes the strategy, writing, production and editing of effective live action commercials. Most recently the VFC creative team undertook a broadcast campaign for New Century Bank. The compelling series features various bank loan officers from each of the branches enjoying life and work in the community. "This is a privately-owned, local bank that really gives back to the community," said VFC creative director Todd Palmer. "Everything we do for New Century relates back to their community involvement and we wanted the broadcast commercials to anchor that message. Not only do deposits stay local but the people aren't transplants... there's great recognition in these spots." The commercials that have been submitted for a broadcast Davey award honoring smaller agencies (get it? Davey & Goliath) are currently running on Comcast Spotlight's Food Network, Home & Garden Network, Fox News and ESPN. There will be a total of five spots in the interrelated campaign which features vignettes of the lender's daily lives, how they interact in the community and how their community involvement - and the bank's - gives back to customers and the region. See the first two here and here. |
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Jenny Falk WHAT'S THE BEST CURE FOR BOREDOM?
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MACADAM COMPANY: One of Chester County's most together commercial offerings, Macadam Company installs large scale paving, concrete and sealing for properties in the tri-state region. The Malvern-based service company was already fairly well buttoned up when they came to VFC but we're polishing their image with apparel, trade show support, a new web site and an online custom job-tracking and estimating interface. |
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GEEMACHER, LLC: Just in time for the annual craft brewers conference, this start-up was launched and marketing support was rolled out. Geemacher- whose marketing plan includes identity, trade show, brochures and web - will import stainless steel kegs and other small brewery supplies. The United States is experiencing a real keg shortage as bigger breweries hoard most imports. Geemacher was formed by interested parties to level the playing field. |
