Cape Ann Savings Bank has been a pillar of Cape Ann since 1846 and offers a competitive suite of products and services found at big banks with the personal attention of a local bank. With four branches in Gloucester, Rockport, and Manchester-by-the-Sea, Cape Ann Savings Bank provides personal banking, business banking, and trust and financial services to residents and businesses throughout the communities in Cape Ann.

the challenge

Cape Ann Savings Bank approached us to be their Agency of Record to develop and execute an integrated marketing strategy that accounts for and prioritizes the needs of business lending, retail lending, deposits, and Trust & Financial Services.

our solution

After conducting vision meetings, brand analysis, and stakeholder meetings, we created a “Keep It In Cape Ann” messaging framework to communicate the benefits of banking locally and how it supports the local economy and community. Integrated campaigns were created that include paid search and display ads, print ads, collateral, billboards, and signage to help with brand awareness, customer acquisition, and retention. Our efforts have also been focused on Cape Ann Savings Bank’s social media platforms, designing a strategy to boost engagement.

Key campaigns include Business Money Market accounts, Home Equity Lines of Credit (HELOC), Business Checking accounts, Trust & Financial Services, and Employment opportunities.

the results

Since becoming their agency of record, Sperling has played a key role in driving outstanding results for Cape Ann Savings Bank through various marketing initiatives.

887.8 %

increase

in impressions on social media

182 %

increase

in paid website traffic from April to Dec 2024 versus the previous year

4 million+

impressions

and 600,000 people reached in 2024 from paid social

98

new helocs

were opened starting from May 2024 to November 2024

72

total leads

generated in 6 months for the Trust & Financial Services paid campaign

ready to make an impact?

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