Litchfield Bancorp and their agency, In-House Marketing LLC, recently unveiled Great Moments in Banking at a bank-sponsored event for staff, board members, and advisors. The new campaign, which features actual real-banking moments, highlights Litchfield Bancorp’s commitment to customer service, and their promise to customers to provide what they need, when they need it.

The event celebrated the culmination of almost two years of planning. In-House Marketing initiated the project, which began in 2008, with a process to discover exactly how customers felt about the bank ‘brand.’ Market research confirmed that the bank’s level of service was seen by existing customers to be consistently above the ordinary. With an excellent reputation in the eyes of its customers, In-House Marketing proceeded to create a brand position and a campaign based on that strength.

At the launch event, the bank’s new tag line, Every Customer Counts, was introduced. Don Mayland, Chairman of the Board, told the crowd how, despite the long planning, the timing for the launch was very fortuitous. The recent scrutiny on large banks, in light of the unprecedented banking disaster, inadvertently cast an undeserved shadow on smaller, well-liked community banks. “Promising customers a superior customer service experience is not something we take lightly,” said Paul McLaughlin, who is in charge of Retail Banking. Are we perfect? No. But will we try to make every customer contact a good one? You bet.”

A big part of the planning process centered around aligning internal procedures so that all customer “touch-points” delivered the same high level of service. In-House Marketing worked with bank personnel to institute an internal review process to ensure that customers’ needs were always top priority, and that procedures are improved whenever possible to make the customer experience even better. “It was very important that customer expectations be met or exceeded at all times. We also made sure that the stories we used to convey the high quality service message were authentic, “ according to Wendy Gladstein, principal at In-House Marketing.

Employees at the bank are not only committed to delivering a high level of customer attention and satisfaction but their enthusiasm for service is featured on two new videos on the bank’s website. Other campaign materials created by In-House Marketing include television, internet advertising banners, outdoor, print, radio, a new website design, and signage.