Services: Brand, print, web, public relations, media buying and advertising
Founded in 1915 as a one-location federal savings institution in the Hamilton neighborhood of Baltimore, Hamilton Bank had spent decades developing a loyal core customer base. But as those customers began to age and younger generations perceived the bank as solely a savings bank, Hamilton Bank started to lose market share and preference amongst local residents. The bank had also geographically expanded and was providing a wide range of services at five locations across Greater Baltimore, so regaining a strong foothold in the market was critical to financial stability.
Vitamin immediately saw an opportunity for Hamilton Bank to capture more market share by restoring the bank’s brand vitality and generating public awareness through an integrated rebranding and marketing communications strategy that showcased the bank’s rich history, future growth and commitment to the community.
Vitamin implemented a comprehensive suite of services for Hamilton Bank including a brand redesign, web design, public relations, redesigned stationery collateral, media planning, media buying, advertising, social media strategy and related marketing communications services. The goal was to create a uniform brand and consistent messaging throughout all internal and external marketing efforts and materials.
The new logo reflects Hamilton Bank’s transformation from a traditional savings bank to a diversified financial institution. The mark is fresh, friendly and attractive, and the interconnected, circular pattern depicts its connection to the community. The website makes the user experience effortless with a sleek design and clear navigation on the homepage. Built on the WordPress platform, the site features a ground-up custom template, allowing site administrators to update and change content as needed, in-house.
In addition, Vitamin executed the bank’s first public relations program, handling highly targeted outreach to tell the bank’s new brand story and position its president as a financial expert. Vitamin handled media training for the bank to ensure all outgoing messages were clear, concise and controlled.
- The bank’s elevated brand has helped Hamilton Bank acquire smaller banks and expand its footprint.
- Its new market presence rivals many larger banks, pushing it further into the younger generation’s consideration set.
- When the brand launched, Vitamin earned a full-page exclusive story on Hamilton Bank in the Baltimore Business Journal, Baltimore’s premier business publication. Other regional media and banking trade media also ran significant stories on the bank’s new brand.
- Vitamin earned a variety of press exposure for Hamilton Bank covering unique programs, new hires and employee accomplishments, trends in business lending and more.