The Art of Banking
Objective: Draw attention and generate goodwill in a small but competetive banking market by building and capitalizing on authentic ties to the local arts community.
Obstacles: Limited resources for both corporate giving and marketing.
Partnership Strategy: Work with local underfunded arts organizations and school arts programs to feature visual arts and live classical music performances in bank branches, continually inviting new audiences into the branches.
Benefits to Nonprofit Partner: New opportunities for the arts community to showcase its talents.
Benefits to For-Profit Partners: Successful differentiation of client as "the artful bank." Attracted new customers by getting them into the branches for exhibits and performances.
Thumbnail (left): To punctuate the brand, we renamed each of the bank's service lines to reflect different areas of the arts: Artisan (small business accounts), Encore (retirement), Masterpiece (mortgages), Virtuoso (telephone and online banking) and Harmony (checking & savings).
