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BANK OF STOCKTON CASE STUDY

How Palmer Ad Agency helped bring Bank of Stockton into the modern age

The Challenge

With hundreds of banks already well established, Bank of Stockton was behind on the curve with visuals and branding from the 80’s and earlier. Competitors had already re-branded, and Bank of Stockton was threatened to be left behind.

The Goal

Reposition Bank of Stockton from an outdated, cheques-only bank into a modern and sophisticated organization without alienating the existing older customer base.

The Solution

Palmer launched branding ads in print, outdoor and online. In addition, Palmer designed and launched a mobile app that handles mobile deposit and person-to-person payments.

THE RESULTS

100%

brand revitalization to attract younger audience

360°

secure mobile banking
app integration

THE CHALLENGE

For nearly 150 years, the Bank of Stockton has been the biggest and strongest community bank in California’s Central Valley. This bank exemplifies and stands for stability and trust. Due to digital technology and changes in banking, the number of transactions happening at this bank had declined substantially. These downward trends were especially evident within the under 35 age group, although the bank’s average customer age is 56. The key challenge? Improving the Bank of Stockton’s current and past brand positioning, and producing financial services ads with a message more relevant to the bank’s “Credit Driven” target.

THE SOLUTION

After a careful competitive analysis, Palmer developed the following positioning statement: “For financially responsible adults living in California’s Central Valley, Bank of Stockton is the one locally owned and operated bank … That combines a history of community involvement with advanced banking technology … To provide a more friendly, modern and inclusive banking experience … Resulting in friends instead of customers.”  This statement is embodied in the blue water for Bank of Stockton: Community Focused with a Personality.

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GO-TO-MARKET STRATEGY

We developed the “Unique Marketing Position” in addition to a “Go To Market Strategy” which consisted of:

Responsive Web Design | Retargeting Web Banners | Landing Pages | Social Media Ads | Microsite Television and Digital Video Ads | Integrated Banking App | Secure Access Login | Text Alert Notification

Posters | Banners | Print Ads | Out of Home
Integrated Mobile App Design | Secure Banking Functionality | Mobile Direct Deposit Servicing | Password-Protected Portal Access | Text Alert Notification

THE RESULTS OF OUR PARTNERSHIP
WITH THE BANK OF STOCKTON

Management was very pleased with the results of this first ad campaign, which introduced new customers to the bank’s lending capabilities. Word of mouth was very positive within the customer base, in addition to promoting the bank, its identity and its services, to the market at large.

Tri%20People-100%20Brand-Revitalization

100% brand revitalization
to attract a younger audience

At risk of being left behind in modern growth, Bank of Stockton reached out to Palmer for some revitalization and stability in a market becoming more accessible to a younger audience. Palmer’s work ensured that process was a success.

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360° secure mobile banking app integration

Reaching out to a younger audience meant needing specialized tools the new generation was used to using. Palmer implemented a secure mobile banking app to help Bank of Stockton compete with even the biggest competitors.

Contact us for a free consultation!