The Story  

As banks continue to consolidate and homogenize their service offerings, the harder it is for them to stand apart. So we considered it a great challenge when Susquehanna Bank came to us and asked for help finding new ways to get noticed. With 260 branches in four states, Susquehanna fell into that “right-sized” bank category—big enough to have the products you need; small enough to care. Our goal was delivering that message in new and innovative ways.

The Strategy  

Research showed consumers have low expectations for good customer service in a bank. In fact, they’re surprised if they get good service anywhere. Susquehanna customers, however, felt the bank did a remarkably good job in this important area. So we set to work spreading the good word through a variety of campaigns aimed at small business, potential wealth management clients and people of all ages. We developed a “Doing What Counts” tagline and brought the brand to life in a multimedia campaign featuring bank staffers and real customers to illustrate how the people of Susquehanna Bank deliver on their promise of putting customers first every day.

The Success  

With a highly targeted creative campaign delivered in fresh, fun and innovative ways, we were able to interject a little humor and even the element of surprise. The result was an unexpected voice that set Susquehanna Bank apart from its competition. The “Doing What Counts” attitude trickled into everything the bank did—from customer service to innovative social media plans that helped boost the name and perception of the brand. Customers took notice. And ultimately, other banks did, too. In 2015, Susquehanna Bank was purchased by BB&T. We like to think our work helped Susquehanna get a better sale price.