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Published on: 9/1/2007
Last Visited: 9/4/2008
According to Connie Martin, Vice President and Director of Marketing at Provident Bank, "We do business in a highly competitive and hotly contested marketplace, where consumers and business owners are exposed to hundreds of financial services ads in a given month in print and electronic media.As a full-service community bank competing against both large and smaller banks, we wanted a sophisticated campaign that would get attention and also focus on the distinct value proposition a community bank offers."
Continued Martin, "In selecting Mrs. P. as the "persona" of Provident Bank, our goal was to stand out in our marketplace using a different approach from our competitors to appeal to a broad range of consumers, while showing how we deliver the bank's brand values and service excellence to our customers."
"As a smart, savvy, successful and demanding customer of Provident Bank, Mrs. P.'s relationships with bank professionals exemplify how we deliver on our values of Community, Connection, Consistency, Empowerment and Trust, and how we connect people with opportunities, which is our brand tag line," said Martin.
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"Just a week or so into the teaser ads, our customers and employees have been noticing and commenting positively on Mrs. P., which is a great start," noted Martin."A customer even stopped one of our employees on the street, thinking she was Mrs. P.!"Martin continued, "The use of Mrs. P. as an icon to represent the bank is an extremely powerful branding tool - decades later, people still remember and are motivated by ‘personas' used in advertising.