Challenge: Retain existing customers while attracting new audiences
Since 1886, when Union Savings Bank (USB) was founded, the bank has seen significant change – in the financial industry as a whole, as well as within the bank itself. As a result, the bank must walk a fine line between demonstrating growth and change, and representing stability and security to retain existing customers and attract new ones. The key to doing so is establishing a strong brand and continuously focusing on the relationships with their customers.

Solution: Create a consistent look, tone and positioning that demonstrates the bank’s differentiators
Pita has been USB’s agency of record since 2007 and has successfully completed more than 600 initiatives with the bank’s marketing department thus far – including eight integrated marketing campaigns and a new website. All have followed a consistent look and tone that Pita developed at the beginning of its relationship with USB.

In 2010, shortly before USB acquired First National Bank of Litchfield, Pita conducted internal and external focus groups to develop a new brand identity for the bank including a logo and positioning statement. A campaign to launch to new brand identity was launched in the same year. The new identity has since been applied to all bank representations.

Impact: An expanded market share, with a 10% increase in targeted campaign membership
As a result of Pita’s overall efforts, USB has successfully strengthened its brand, expanded its market share and increased loyalty and deposits. Each integrated marketing campaign has consistently achieved or exceeded its goals, as well. In particular, the 2009 GenGold^® campaign resulted in 1,102 new checking accounts being opened, $9.8 million in deposits and a 10 percent increase in GenGold^® membership.