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Case Study

Reading Cooperative Bank

Meet the Bank That Speaks Your Language

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Overview

Reading Cooperative Bank (RCB) is a bank that supports real people. That’s why Stirling partnered with RCB to launch “Real People Bank Here,” a campaign redefining banking for individuals and businesses alike. By connecting on a personal level with the underbanked, young professionals, small business owners, and baby boomers across Massachusetts, the campaign reinforced RCB’s standing as a bank for everyone, regardless of the size of their account.

 

Subway car ad with a man in front of a big red dot with handwritten banking questions on itPoster advertisements showing campaign creative while a woman walks byThree subway advertisements showing people standing in front of a big red dot with handwritten banking questions on itMan watching campaign video on a phone

Key Services

  • Digital MarketingDigital Marketing
  • Messaging + Brand PositioningMessaging + Brand Positioning
  • Analytics + ReportingAnalytics + Reporting
  • Strategy WorkshopStrategy Workshop
  • Media Planning + BuyingMedia Planning + Buying

Our Approach

In order to break through distrust in banking across both English and Spanish-speaking audiences, Stirling built this campaign around the real internal conversations people have about their financial fears and dreams. A street team initiative gathered authentic stories from target communities, crafting these narratives into compelling scripts and messaging across a variety of channels, including out-of-home (OOH), geofencing, YouTube pre-roll, display, paid social media, and radio.

45%
higher CTR than the national average
8.79%
Click-through-rate (CTR)

Future Outlook

The “Real People Bank Here” campaign is only the beginning of a multi-year initiative. With the introduction of new personas and adjacent campaigns in the pipeline, RCB and Stirling Brandworks are dedicated to making banking more accessible and breaking down barriers of trust. This campaign is just one step towards fostering financial literacy and connecting communities with essential financial services within with RCB’s “Banking for All” vision.

Client's Review

"Working with Stirling has been incredibly refreshing. The creative speaks for itself, and their strategy team is very proactive. We have big goals for RCB and we appreciate the partnership."
— Shanna Cahalane SVP, Director of Marketing & Community Development

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