United's Marketing Team Wins Top Honors for its 2014 Reassurance Campaign
United Bank of Glastonbury, Conn. proudly announced that it won top honors in the “2014 Best in Marketing Awards” from the New England Financial Marketing Association (NEFMA) for the Bank’s “reassurance campaign” that was launched last year during the transformational merger of equals between United Bank and Rockville Bank.
The award was presented to United Bank’s marketing team during NEFMA’s Marketing Awards & Winter Conference in Natick, Massachusetts. United Bank was nominated for the category of “Development Expansion – Mergers & Acquisitions”.
Accepting the award on behalf of the Bank and responsible for leading the reassurance marketing campaign were Dena Hall, Western Mass Regional President & Chief Marketing Officer and Andrew Harris, Creative Director for GYK/Antler, United’s agency of record. Jennifer DeBarge, Assistant Vice President & Marketing Officer at United Bank, also played a key role in the campaign’s success.
United Bank’s reassurance campaign was developed to raise awareness and provide a sense of reassurance to United and Rockville customers as well as the mass market that, although the merger would result in some changes, the changes that will happen will be positive and beneficial to all customers. The campaign, which served as the first step in building a foundation for how the new United Bank would continue to serve customers and the community, was upbeat and uniquely created to capture their customers’ attention.
It was also strategically positioned as an interim brand campaign until United Bank unveiled its new rebranding campaign in October 2014. Marketing tactics used to support the reassurance campaign included print, television and radio advertising as well as out-of-home and in-branch marketing materials. United also established an interim website – thenewunitedbank.com – for customers to visit to find out more about the merger and information the Bank wanted them to know in advance of the data systems conversion that took place over Columbus Day Weekend.
“I want to thank the judges, NEFMA and The Warren Group for publically recognizing the hard work and creativity our marketing team put into our 2014 reassurance campaign. A marketing campaign can only be successful if you have something authentic to market and if you wholeheartedly believe in what you’re trying to communicate to customers. At United Bank, we embraced the message when we told customers that everything they liked about United Bank and Rockville Bank, they’ll love about the new United Bank. We truly meant it and we were creative and strategic in how we conveyed it,” said Dena Hall, Western Mass Regional President and Chief Marketing Officer.
The reassurance campaign ran in all markets with a total of 13,643,895 impressions.
After its successful reassurance campaign, the new United Bank deployed its overall rebranding campaign at the end of October called “Create your Balance”, which included a redesigned logo, distinct new brand color and font, a new website as well as a robust traditional and digital marketing campaign targeted throughout Connecticut and Massachusetts markets.
To view the television spots for United’s reassurance campaign and the Bank’s newest commercials promoting its “Create Your Balance” rebranding campaign, please visit the Bank’s YouTube page at www.youtube.com/user/BankAtUnited.