2. Executive Summary
Broaden our services to more than just a savings bank
Working on new technologies
Assure our current customers their previous services
stay the same
3. Mission
Our mission at Ely Savings
Bank* is to satisfy our
customers’ financial needs
and to help them achieve their
financial goals by serving as
their primary financial
institution. We are customer
focused and have excellent
and reliable customer service.
We have a unique employee
culture that allows our
employees to be the best they
can be for our valued
customers.
4. Brand Position
Loyal brand to
community of Westfield
Name change will not
harm the brand of bank
Name change will be
more of a standpoint
name
Attract businesses to
utilize our new services
All documents will
remain under the name
of “Ely Savings Bank”
until December 15th
Three weeks before
name change we will
begin to notify
customers
Assure customers
services won’t change
5. Situation Analysis
Small bank undergoing
name change to show bank
offers more than just a
savings bank
Name change to stay in
competition with other bank
branches
Offer services of…
Checking accounts
Saving accounts
Individual retirement
accounts
Money market accounts
First give bank plan to
employees of the bank
Educate employees about
the logistics of the name
change
Employees must be aware of
internal changes that may
affect them directly or
indirectly
Changes include new…
Logo
Website
Business cards
Deposit/withdrawal slips
6. Goals
Awareness Based
Must inform patrons,
community members,
investors, employees, and
future users about the name
change and why it is
necessary
Acceptance Based
Making sure our present
customers are comfortable
with the name change
Made sure the name change
wasn’t a drastic change so
our present customers can
adjust to the name change
with ease
Action Based
New customers with
the updated look and
name change
7. Objectives
This brand campaign should be facilitated by these
goals in order to maintain goodwill with current
employees and members of the bank but to also attract
newer clients including small businesses, large families
with the need for college tuition, and retirement planning.
8. Target Audience
Employees
Meeting with management staff about name change
Communication department will present new brand
campaign
Training for employees to go through about name
change
Westfield State University
Information tables about opening accounts
Assuring current customers their services won’t change
9. Target Audience
Community
Age range from 18-90
Using various media tools to spread word about name
change
E-mails and info cards will be sent out on November
15th
Post on social media of details on name change
Billboard
Advertisements on Public Access Channels / Local
radio talk show
10. Research
Survey for Customers
Majority of customers were
with bank for less than 5
years
82% Female
78% of customers are
between the ages of 18-24
87% of customers were
supportive of name change
Survey for Employees
78% of employees are female
87% of employees are
between the ages of 18-24
30% of employees have been
there over 5 years
82% were comfortable with
name change
73% felt they could
communicate change
47% employees needed more
training
11. Messaging
Employee age range is
from 18-24 which attracts
young customers
Younger employees
attract the younger
customers
New Bank Locations
More bank services
Online banking
Renovating look of all
branch locations
12. Messaging
Going beyond a “Savings Bank”
Educate customers with new services
Target younger audience for student loans and business
lending services
Make bank more appealing to a younger audience with new
services
13. Internal Messaging
Employee are expected to attend 3 trainings
2 hours long a piece
Learn about our new services of the bank
Learn about the name change
Learn how to interact with customers with any
questions they may have about our changes
Trainings will be part of regular work day
Name change can cause confusion to our current
customers but we will continue to make our customers
feel comfortable with our bank throughout the
changing process
14. Strategies and Tactics
Social Media
Twitter, Facebook, Instagram
Brand our new name
Via lollipops and pens
Add more locations (small college towns)
Add 24 hour ATM locations
Drive-thru windows during business hours
Different colored slips for deposits / withdrawals
Free giveaways – every new customer to sign up for the
bank is automatically put in for a drawing
15. Strategies and Tactics
Theme Days
Employees will be asked to dress in the theme day
scheduled. Allows customers to feel more welcomed in
a “playful” bank
Free Classes
Teach young customers about banking, how to save
money, pay off loans, credit cards, etc.
High School Classes
Teach high schoolers how to save for college, fill out a
FAFSA, buy a car, set up direct deposit for their jobs
19. Evaluation
We will be able to measure how effective our name change
will be from Ely Savings Bank to Ely Bank in a couple of
different ways. A month after our name change, we will
send out another survey to follow up with our employees
and customers about how they feel about the name change
and if the transition was a smooth one. We will also be able
to measure how many new members join our bank due to
our advertising efforts; including the event that we will be
put on at the bank. Two months after the name change we
will record how many new customers we have and how
many of them are actively using the new services we offer.
Finally, we will keep a separate record every two months to
see if the name change has increased the number of
customers we are bringing into this bank.
20. Supplements
Creative (New/Old Logo)
Fact Sheet
Frequently Asked Questions (FAQs)
Talking Points for the CEO
Event Flyer
Research and Survey Results
