To reposition Range Bank in with a new campaign that would differentiate them from other banks within the central Upper Peninsula.
We first set out to create a new tagline that would connect Range Bank with the communities that they served. Second, we brainstormed ways in which we could create a campaign that was completely different from the traditional banking industry look and feel. Range Bank serves 3 major markets within the U.P., all of which are very unique and full of character and tradition. We then focused on the 130 years of history with Range Bank and tied it to those who live, work and do business in each market. Ultimately we created ‘Community Strong’ as our tagline. We feel this encompasses the strength of the people, businesses and places in each community as well as the strength of Range Banks 130 year history and success. Through Broadcast and Cable TV and Pre-Roll Video, we geographically targeted each market with the appropriate creative.
In our first 2.5 months we delivered over 149,000 views to Range Banks ‘Community Strong’ campaign through YouTube. The Range Bank customer feedback has been extremely positive. Mark P. from Dickinson County excitedly told us that “it looks like a national ad for our local, small town bank.”