Maintaining local visibility while supporting growth
1st Bank of Sea Isle City was formed in 1888 as a building and loan group serving the then-small, primarily rural community of Sea Isle City. Since then, the institution has expanded to multiple branch locations in Sea Isle City and into the surrounding area.
As a local institution, 1st Bank of Sea Isle City strives to preserve its hometown atmosphere by providing superior products and a warm, friendly banking experience. To maintain that brand identity while growing its customer base, the bank has partnered with Comcast Advertising for more than 20 years, executing audience- and geography-targeted multiscreen campaigns.
Pairing the right audience with the right strategy
Comcast Advertising worked with 1st Bank of Sea Isle City to identify audiences most likely to support the bank’s goals. The strategy focused on reaching both consumers with established assets and prospective borrowers. Selected audience segments included:
- Adults aged 35 and older
- Households with yearly incomes of at least $150,000
- Consumers interested in loans or mortgages
The team then determined where and how to deliver 1st Bank of Sea Isle City’s message. By combining TV’s broad reach with the targeting capabilities of streaming, 1st Bank of Sea Isle City was able to reach the right audience across multiple channels. High-value sports programming was also layered into the campaign strategy to further connect with audiences when they’re most engaged.
Communicating local trust through compelling storytelling
To reinforce its friendly, community-focused identity, 1st Bank of Sea Isle City’s creative centered on trust and authentic storytelling. The bank’s commercials included more than general overviews of the bank’s offerings. From personal and small-business customer testimonials to specific messaging around loans and mortgages, the bank had multiple approaches to communicate its value.
A clear campaign impact
1st Bank of Sea Isle City’s campaign delivered streaming performance above industry benchmarks and generated strong brand awareness within the targeted geography. The bank also received positive feedback from its customers and members of the broader Sea Isle community.
The client also shared their success with new business opportunities associated with the campaign, demonstrating how the strategy led to a meaningful return on investment.
We use [Comcast data insights] to home in on different audiences grouped by lifestyle. We like that campaign flexibility and the ability to reach a specific demographic. Comcast gives us scale at the local level, helping us reach thousands of viewers in the county we serve.
- President & CEO, 1st Bank of Sea Isle City