Bank of Stockton Case Study

The Challenge

With hundreds of banks already well established, Bank of Stockton was outdated with their visuals and branding. Many competitors had already made the investment to re-brand, and Bank of Stockton was on the verge of being left behind.

The Goal

Reposition Bank of Stockton from an outdated, checks-only bank into a modern and sophisticated organization that would appeal to multiple generations, especially the millennial customer, without alienating their existing customer base.

The Solution

Palmer launched dynamic branding ads in print, outdoor and online. In addition, Palmer designed targeted advertisements to be used to showcase the new launch of Bank of Stockton's new mobile app. All of this reflected a more modern and current design.

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.

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.