Project Description
Redefining 145 Years of Banking
In order to capture attention and drive relevance for Tioga-Franklin’s interest-earning checking program, 96andX developed a series of video ads around the campaign concept, “What would you do with 2% interest on checking?” With a lean budget and strong targeting, this campaign drove a massive increase in web traffic and was shared virally across social media channels, focusing on Facebook.
SOME RESULTS AT A GLANCE
$10 million in new account openings
800% increase in social engagement in 3 months
600% increase in social following in 3 months
Challenge
Established in 1873, Tioga-Franklin remained a traditional savings bank and loan institution for most of its history. Needing to stay competitive in a market increasingly dominated by large players, Tioga-Franklin launched a bundle of new financial products including online banking and interest-earning checking in 2016. In order to drive relevance and revitalize their image, they engaged 96andX to reposition themselves as a full-service institution, update brand positioning and visuals, and develop a three-year communications program for reaching a segmented target audience.
Solution
After completing an overhaul of the existing brand identity, 96andX developed a new logo and tagline to encompass the Bank’s unique history in the Philadelphia market. Working off the initials “TFSB”, we developed the tagline “The Full-Service Bank” to convey Tioga-Franklin’s new role as a local, full-service financial institution. For the new logo, our design team worked off the original blueprints of the Philadelphia City Hall Clock to represent the brand’s place as a historic Philadelphia institution. 96andX then developed and launched a brand awareness campaign which included advertising in both traditional and digital media, community integration through event production, strategic sponsorships, volunteer activity, and charitable efforts. Additionally, 96andX launched an aggressive public relations campaign, securing coverage in regional, local, and hyperlocal publications.
Impact
Our efforts led to a substantial increase in brand awareness within our target geographic area, an increase in loans and deposits, and the formation of key business and consumer relationships that will continue to serve as invaluable assets moving forward. Tioga-Franklin went from having no presence across digital media to becoming the leader in its immediate competitor class in terms of engagement and following. Furthermore, Tioga-Franklin was featured in outlets such as City and State, the Philadelphia Public Record, Spirit News, PCBA Magazine, the Northeast Times, and the Philadelphia Business Journal. 96andX is Tioga-Franklin’s agency of record.
What they have to say…
“96andX has shown to be a knowledgeable innovator with credible insights into reaching markets in this new age of client acquisition. I recommend engaging them for your advertising and client outreach needs.”
– John T. Coleman, CEO
Earned media helped
In addition to receiving viral attention across social media channels, Tioga-Franklin was featured in the Philadelphia Business Journal, City & State, the Philadelphia Public Record, the Northeast Times, the Pennsylvania Association of Community Bankers Magazine, and other hyperlocal publications, earning millions of earned editorial impressions throughout 2017 and 2018. Much of the press coverage was centered around the bank’s new image as a modern yet uniquely historic financial institution.
In order to communicate Tioga-Franklin’s rich Philadelphia history, we developed a logo based on the original design blueprints of the Philadelphia City Hall Clock Tower.