Creating a Bankable Solution

Tabula Creative recently collaborated with public relations firm Devine + Partners to position our mutual client, Philadelphia-based East River Bank, as an approachable, privately-owned bank that offers an array of services and virtual amenities that rivals the offerings of most of their larger, regional competitors. We began this project by creating a comprehensive brand brief and presentation that introduced our proposed concepts and the company's new offerings to their staff and existing customers. This initial phase included our creation of two key branding terms. The first was "Go Anywhere" to describe their new line of virtual services, including a new mobile banking app, online banking services, a network of 43,000 Allpoint® ATMs, free interbank fund transfers, and a courier service for business accounts. The second was a new corporate tagline that the client adopted and trademarked: "Neighborhood Banking. Wherever you go."

We then created a well-rounded marketing campaign — including radio, print, Internet, outdoor, and transit advertising — to coincide with the bank's launch of the "Go Anywhere" services. The goal of our work was to highlight the bank's unique marriage of old-world service and new-world technology and to emphasize the fact that while they may be just around the corner from their customers, they're easy to work with from virtually any location. We also refreshed all of their pre-existing branding elements, including everything from the logo, to advertising, customer communications, in-branch signage, brochure suite, and updates to their Intuit-powered website.

The next step in this ongoing marketing process is the creation of an integrated social media campaign that will leverage the collective power of Facebook and Twitter to further spread the word about this emerging bank on the move.