Marketing That Means A Lot: Park National Bank

The Scenario:

A growth-focused community bank sought to expand their brand awareness among current customers and prospects in their dominant and secondary markets, places they’re deeply invested in. To be effective, the campaign would need to spark interest among people growing their businesses and families and show what a relationship with a full-service bank that sees them as individuals – as more than a just number – would look like.

The Solution:

Partnering with Adrenaline, the “What Means A Lot To You, Means A Lot To Us” campaign spotlights relationship banking, Park National Bank style. The brand marketing brings to life the bank’s impact on people’s lives, by showing real relationships between customers and employees. Leaning into one of the bank’s core lived values, the brand campaign successfully leverages empathy, making people feel like they know and have a kinship with Park.

The Story:

Completing a video and photoshoot to capture stories, the vignettes features real life Park customers – from industry leaders to small business owners, new parents to retirees – and the bankers who support them all. 

Whether people need car or home loans, savings or checking accounts, or big picture planning for themselves or their business, Park’s hands-on approach to service comes shining through in the stories of Park’s bankers and their customers.

Relationship banking provides a powerful connective thread among all of the storytelling elements in the campaign.

Using a phased rollout, the campaign first launched with a landing page, display ads, paid social, and native and search ads.

The second phase included a refreshed landing page, television and radio spots, long form video storytelling, out of home billboards and signage, print ads, and drive-thru banners.

Building on Park’s refreshed brand rollout in 2020, the new brand marketing campaign furthers the narrative around personalized service and relationship banking – “where you mean more.”