In 2012, Chelsea Groton introduced a new advertising campaign to emphasize and illuminate the many ways its customers benefit from the bank’s focus on mutuality, or shared trust, purpose and respect. “People want a bank that cares about them as individuals, keeps their assets safe, guides them through financial decisions and helps them reach their goals. That’s why our customers come to us,” explained Chelsea Groton Bank President and CEO Michael Rauh. “Their needs dovetail with our customer-first philosophy. Because we’re a mutual bank, we answer to our customers, not shareholders. And mutual means our success is measured by the success and satisfaction of our customers.”
To enliven the mutual concept in its brand strategy, the bank premiered a freshened logo, a new radio, print and online ad campaign, and tailor-made loan products and services to appeal to its broad-based business and retail customers. The rebranded website will premiere on January 3, 2013. The bank further plans to roll out updated signage and décor, state-of-the-art telecommunication equipment and more in the months ahead. “This strategy also reflects the character of our exceptionally nice, smart and enthusiastic staff,” continued Rauh. “Many of our employees have been with the bank for years. They’ve formed close relationships with our customers and love to help them achieve their goals and feel good about banking with Chelsea Groton.”
To learn more about the bank’s brand strategy and upcoming customer experience enhancements contact Lori Dufficy, Senior Vice President and Director of Sales and Marketing at (860) 448-4184 or firstname.lastname@example.org.