Northeast Bank:
Content Strategy / Content Production / Community Management / Copywriting
Northeast Bank needed to take its image from Lewiston, Maine-based community bank to trustworthy, nationwide SBA lender. Regular banking operations in the state of Maine still needed support, while integrating a new advertising program and it all needed to get done on a budget. Careful content planning and a strategically deployed paid content marketing strategy were called for.
Paid Meets Owned
To launch the Northeast Bank national lending brand, we built a new, more useful website and launched a vertical-specific paid media campaign targeting hotel owners. As part of this campaign, I wrote thought leadership content on behalf of the bank that was placed with industry publications in paid guest blog / advertorial spots and supported with additional paid media (search and social ads, and other digital units). This helpful content was also deployed to the new website for additional reach.
Informative & Easy
If there is one thing small business owners don't have, it's extra time. Northeast Bank's value proposition included a fast response time on new loan applications. To accompany that message, I developed organic social content that was quick to digest, informative and helpful. No need to fill out a form, or even visit another website. This content also included the new Northeast Bank branding where possible to present another memorable brand touchpoint.
Frequent & Friendly
Northeast Bank needed to position itself as a fast-moving, modern entity, but lacked frequent touchpoints with customers or topics to address. Introducing the new bank branding through a consistent social posting calendar of holidays and evergreen topics helped improve frequency of posting. I produced video, images, gifs and content calendars in support of this initiative. These were deployed across both the primary Northeast Bank social channels, as well as by their mortgage loan officers.