A smaller institution competing with larger players, Profile Bank of Rochester, NH, is the epitome of a true community bank: the only bank based in its city, four local branches and local ownership. The bank wanted to show its hometown community that it offered “hi-tech” financial services like Internet banking, mobile banking and mobile deposits alongside the full-service, in-person branch experience. Targeted video advertising with Comcast Spotlight delivered that message to local consumers from across the demographic spectrum.
Profile Bank’s audience was truly multi-generational: younger audiences who tended to be more tech savvy and receptive to mobile and online opportunities, along with older consumers who often preferred face-to-face banking. Given the bank’s footprint in the market, its advertising was geographically targeted to reach those in its service area. Television advertising included a broad cross-section of networks, including ABC Family, Animal Planet, Comedy Central, FX, Golf Channel, HGTV, History, MTV, Spike, Syfy and TBS. Digital video advertising included a mix of in-banner video and pre-roll video advertising on Xfinity.com. The campaign utilized a consistent theme in its marketing, showcasing the bank’s customers as “high profile,” with everyone having access to a full range of banking solutions.
Profile Bank’s TV and digital video advertising generated real interest in its services: mobile banking increased 30%, website visits increased by 20% and foot traffic at local branches increased 15%.