Employees at Watertown Savings Bank in Watertown, N.Y., have been ambassadors for the community bank’s “Switch Simple” marketing campaign. On Fridays this past summer, they wore T-shirts promoting the campaign for “Switch Simple Fridays.”

By Tim Cook

What started as a targeted, short-term consumer marketing blitz by Watertown Savings Bank in upstate New York quickly snowballed into something much bigger and more lasting. The “Switch Simple” campaign indelibly crystallized the $450 million-asset community bank’s image—for its customers, its marketplace and even its employees—as the area’s locally operated institution.

“We made it a bank team effort,” says John Morgia, Watertown Savings’ director of marketing for the campaign. “Everybody really enjoyed it.”

Initially launched last summer in response to HSBC Bank announcing it was selling its area branches to a Buffalo-based regional bank, the Switch Simple campaign—including its tagline “We make switching simple”—declares how much Watertown Savings is willing to help consumers become its newest customers. A catchy electrical switchplate logo visually reinforces the campaign’s friendly message.

Throughout last summer and fall, Watertown Savings promoted the campaign in Internet, television and radio spots; roadside billboards; and signage throughout its nine retail locations. They targeted noncustomers in an attempt to raise awareness and gain new accounts from those switching banks. Front-line staff also became human billboards and ambassadors, dressing in T-shirts with the campaign’s logo on “Switch Simple Fridays.”

Energized with a renewed boost of camaraderie thanks to the campaign, staff also took up the hands-on work to help consumers switch accounts, answering their questions and walking them through or filling out essential paperwork. Many gentle follow-up phone calls were also made to check on the account-switching progress of prospective customers.

“We really went the extra mile,” Morgia says. “We followed up with everybody. We would fill out forms for them.”

A major part of the Switch Simple campaign’s success was its immediate results. More than 500 people opened new accounts within three months of the campaign hitting the streets and airwaves.

Within a few weeks, however, the campaign also became a megaphone proudly declaring Watertown Savings’ special mission and role as a locally operated bank serving its community, Morgia says. “We by far are the biggest contributing bank in Jefferson County, N.Y. We give all across the board,” he says. “Last year alone we gave close to $200,000 in donations to our community. It’s an endless list of organizations that we give to.”

The campaign—widely recognized, commented on and praised throughout Watertown Savings’ marketplace—became a signature of the bank. It also became a means by which to demonstrate how the bank’s exceptional service that wows everyone, while giving its employees an extra morale boost along the way.

So the marketing campaign continues, Morgia says. An announcement from the Buffalo-based regional bank about whether it intends to sell off its Watertown area branches is expected soon, giving floundering customers with that big bank another reason to again consider moving over to Watertown Savings.

“Once that announcement happens, we’ll be in good shape to help even more people make the switch,” Morgia says. 

This e-mail address is being protected from spambots. You need JavaScript enabled to view it is ICBA senior vice president, publications.