 The work of In-House Marketing LLC, a marketing agency located in Litchfield, CT is featured in the July/August edition of the American Bankers Association's Bank Marketing Magazine. The article highlights a re-branding campaign developed on behalf of their client Litchfield Bancorp.
The ‘Every Customer Counts’ marketing program was launched in March and is designed to reinforce Litchfield Bancorp’s image as an institution that puts customers first. Interviewed for the story were agency principal Wendy Gladstein, agency account manager Lynn LaGattuta and Mark Macomber, president and CEO of Litchfield Bancorp.
The magazine feature caps a two-year initiative in which In-House Marketing identified the need for their client to re-brand its image. “A strong brand is essential, particularly when marketing banking services, where there’s little distinction from one bank’s offerings to another,” according to Gladstein. The agency initiated a discovery process, where market research was used to uncover feelings about the bank brand. The research showed that Litchfield Bancorp consistently delivered exceptional service that was beyond the expectations of most customers. “We did not initiate the research with any pre-conceived notions, and were delighted to find that the bank’s extremely high customer service levels were differentiating them from the competition, said Gladstein.”
The re-branding effort yielded new TV and radio spots, print ads, online banner ads, a revamped website, e-newsletter, and two videos that further discuss Litchfield Bancorp’s culture and their promise to customers.” Before the campaign launched, the agency also developed workshops for employees, to ensure delivery of the brand promise. The workshops helped employees identify customer touch-points and establish service standards for those touch-points. According to bank CEO Macomber: “It was critical that our employees were 100% behind this campaign. Not only were they behind it, but they embraced it as their own.”
As a result of the initiative, the bank’s management is confident that their brand is stronger than ever, which is exactly what In-House Marketing set out to accomplish for their client. Being featured in a national industry publication, according to Gladstein, is “simply icing on the cake.”
In-House Marketing LLC is a full service marketing agency serving small to mid-sized businesses throughout Connecticut. To read the article click here.
Photo Caption: Mark Macomber, of Litchfield Bancorp; Lynn LaGattuta, and Wendy Gladstein of In-House Marketing, LLC and Paul McLaughlin, of Litchfield Bancorp with the ABA Bank Marketing Magazine’s July/August issue which features the Litchfield Bancorp re-branding campaign, Every Customer Counts.
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In-House Marketing LLC principal Wendy Gladstein has announced that Rachel Harrington will be moving into the position of Internet Marketing Manager. Harrington, who has been with the agency for more than three years, had unofficially become the go-to person for all things internet. "Since Rachel joined us, she has shown not just a keen interest in on-line marketing but also a fearless and intuitive approach to integrating it into campaigns for our clients." 