Rockland Trust introduced a new fully-integrated advertising
campaign portraying the multifaceted lives of its customers from
their perspective and how the Bank helps them achieve their goals. The
campaign includes advertisements produced for television, print, online
and social media, as well as billboard signage.
Each ad tells a story around what a customer is experiencing through
their voice. In one
of the broadcast advertisements a young woman, who has taken over
the business from her father, talks about her plans to open another
location for her family’s café. Along with her father, she visits a
Rockland Trust Business Banking Officer and shares her vision for
expansion. The Banking Officer listens to her and offers advice on how
to turn her vision into reality.
another ad, a couple plans their dream to travel during retirement.
Realizing they need help, they turn to a Rockland Trust relationship
banker who listens and learns about the various aspects of their lives.
In the end, the couple is finally able to see themselves visiting all
the places they dreamed of. In addition to illustrating the Bank’s focus
on offering personal advice, the ads also feature how Rockland Trust’s
digital tools assist customers with their financial planning.
“As the Bank ‘Where Each Relationship Matters©,’ we see every
customer as an individual with unique goals and needs,” said Jennifer
Marino, Senior Vice President and Chief Marketing and Customer Officer
at Rockland Trust. “Our new ads show how we fit into our customers’
lives and relationships and empower them to achieve their dreams.
Regardless of what they’re planning, we have the people, tools, and
technology they need to put their plans into action.”
The advertisements were developed by Cramer, a brand experience agency,
and used research from Nielsen’s Consumer Neuroscience Division.
Nielsen’s expertise was leveraged to create the campaign. During the
development phase, ad concepts were formulated using neuroscience to
understand viewers’ emotional engagement with the ads and to gauge their
memory activation, which indicates the strength of their connections to
the ads and the brand, resulting in the intent to take action.
“It’s always a pleasure to work with people who have a clear vision for
who and what their brand represents,” said Scott Palmer, Managing
Director at Cramer. “While the connection between customers and the Bank
is a common thread throughout the campaign, we never lost sight of the
importance of telling the customer’s stories on a personal scale. As an
agency who also values the connections and relationships between our
people and the community around us, we are very proud of the work we
were able to produce together.”
Listening to customer feedback to inform decision-making and enhance the
customer experience has long been the key element in Rockland Trust’s
relationship-based style of banking. For example, in 2016 the Bank
Connects, an online customer community where opinions and
suggestions are shared to help identify opportunities to strengthen the
Bank’s services and products to meet customer needs. Rockland Trust’s
relationship-centric approach to banking has been recognized with
numerous accolades from respected third parties, including J.D. Power
and Associate’s U.S.
Retail Banking Satisfaction StudySM, and inclusion on Forbes’
Best Banks 2019 list and Global Finance’s Best
US Regional Banks 2019 list.
Complementing Rockland Trust’s focus on fostering relationships is its
suite of digital banking services which includes the Bank’s recently
launched online account opening platform that enables customers to open
business and consumer deposit accounts in five minutes or less. The
services also include online and mobile banking for consumers and
businesses with fingerprint and face ID login, easy alert notification
capability, SecurLOCKTM which allows customers to control
their debit card from their mobile phone, text banking, electronic bill
payment services, as well as mobile deposit capabilities. In addition,
the Bank offers mobile wallet access with Apple Pay®,
Google Pay, and Samsung Pay; and CardSwap, which allows customers to
update all in one click their payment information for the services they
About Rockland Trust
Independent Bank Corp. (NASDAQ Global Select Market: INDB) is the
holding company for Rockland Trust Company, a full-service commercial
bank headquartered in Massachusetts. Named in 2018 to The Boston Globe’s
“Top Places to Work” list for the 10th consecutive year, Rockland Trust
offers a wide range of banking, investment, and insurance services.
Rockland Trust serves businesses and individuals through approximately
100 retail branches, commercial and residential lending centers, and
investment management offices in eastern Massachusetts, including
Greater Boston, the South Shore, the Cape and Islands, as well as in
Worcester County and Rhode Island. Rockland Trust also offers a full
suite of mobile, online, and telephone banking services. Rockland Trust
is an FDIC member and an Equal Housing Lender. To find out why Rockland
Trust is the bank “Where Each Relationship Matters®”, please visit www.rocklandtrust.com.