Capital Bank – Smart Checking
Integrated marketing campaign
With goals of boosting core deposits and new customer opportunities, Capital Bank developed an innovative personal banking program called Smart Checking.
With goals of boosting core deposits and new customer opportunities, Capital Bank developed an innovative personal banking program called Smart Checking. The program featured an exceptional interest-bearing checking account and refunds on all ATM usage nationwide. Capital Bank called on Kelly MarCom to develop a marketing communications campaign to inform both existing and potential clients about this revolutionary program.
Kelly MarCom surveyed the competitive landscape and found that other banks were marketing short-term “fluff” incentives, allowing Capital Bank the market space to campaign on Smart Checking’s extraordinary features like high-interest accounts and free ATM withdrawals—benefits their customers had been clamoring for. Using a comprehensive mix of marketing channels–PR, TV, radio, print, and online advertising–Kelly MarCom designed a high-profile campaign with market-relevant messaging which enabled Capital Bank to reach its on-the-go target demographic effectively.
Kelly MarCom’s positioning of Capital Bank as dedicated to providing more value for their customers compared to rival banks created a buzz with consumers, the community and the media. The Smart Checking campaign surpassed its goal by 300%, making it the most successful campaign in Capital Bank’s 10 years of operations. Its runaway popularity allowed Smart Checking to grow the following year with even more unprecedented features.
