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Evans Bank

Driving awareness and growth for a local financial institution.

Situation

With nearly a century of community banking in Western New York, Evans Bank needed a full-scale brand refresh that would leverage its history and highlight its distinct position as the local bank with community ties and a customer-focused way of doing business. The bank was also looking to capitalize on the departure of Greater Buffalo Savings Bank and facing competition from national bank chains coming to town. To combat the competition, we needed to leverage the Evans’ motto of “A better way” to let Western New York know that—as new banks come and go—Evans in the only bank in town that provides both neighborhood service and comprehensive financial solutions.

Solution

We completed a full-scale rebranding project, complete with three phases of research, including IDIs, focus groups and market awareness research, to tell the story of Evans’ unique combination of personal service and comprehensive financial solutions, while positioning the bank for successful expansion beyond Western New York’s Southtowns. The original rebrand included a new, shortened name (from Evans National Bank), the development of a more modern logo and tagline, a full suite of collateral materials, and a fully integrated advertising campaign to put the bank’s distinctive story in the local spotlight. Since rebranding, we’ve also infused the new brand into the bank’s physical environments, using key touchpoints like in-branch signage, ATM kiosk graphics and strategic promotions for new financial center openings. In addition, when new banks bought out other bank chains, we took full advantage of the acquisitions, targeting displaced customers who were looking for a better way of banking. 

Results

Since our initial engagement with Evans more than ten years ago, the bank’s assets have grown 133%, topping the $1 billion mark in 2016. We continue to support and evolve the brand through new financial center openings, brand awareness campaigns and targeted competitive advertising, tapping into a wide variety of channels and marketing opportunities, from billboards, commercials and digital campaigns, to ongoing web work and strategic promotions, like Evans’ most recent campaign aimed at winning over displaced First Niagara customers.