The Scenario:
When Rockland Trust, a leading Massachusetts-based community bank, wanted to deepen engagement and experiences in their branches, they sought new ways to make their in-branch digital communication more relevant and resonant with diverse audiences across their network of 120+ retail banking sites. Previously, the financial institution relied on a singular, standard playlist, populating their digital signage with a general mix of brand messages and product promotions, only leveraging local content in a limited way. While their approach was efficient, they needed a more sophisticated strategy for playlist content to elevate the effectiveness of this powerful channel and transform their digital signage into a more dynamic and customer-centric tool.
The Solution:
Partnering with Rockland Trust, Adrenaline’s digital signage division collaborated with the bank’s internal analytics and marketing teams to create a customer segmentation-based playlist strategy that would match digital content with the unique audiences and opportunities available in each of their markets. Using client-provided demographic data and behavioral insights, Adrenaline developed five target branch archetypes – Mass Retail, Wealth Lean, Credit Challenged, Early Stage, and Later Stage – each reflecting unique audience profiles, financial priorities, and local dynamics.
For each segment, Adrenaline designed tailored playlists to align with the average in-branch dwell time, ensuring the most relevant content would play while the customer was in the branch. Each playlist blended three targeted types of content – Campaign, Brand, and Edutainment – supported by engaging information and evergreen tools to sustain attention and interest throughout the visit. Using Rockland Trust’s yearlong marketing calendar, the Adrenaline team made content creation recommendations for assets the bank could focus on for the next 12 months.
The Story:
The Rockland Trust playlist strategy exemplifies how using customer-centric insights can transform branch communication into a more holistic, human experience that means more to customers than any rotation of marketing messages ever could.
With each archetype, content was calibrated to match audience mindset and branch context, creating meaningful messaging that’s as personalized as it is purposeful.
- Mass Retail emphasized broad financial wellness themes and brand storytelling
- Wealth Lean featured higher-value products like Investment Management and Trust & Estate Services
- Credit Challenged prioritized empowerment and practical advice, like budgetary tools, alongside accessible products like secured cards
- Early Stage and Later Stage focused on age-specific financial wellness messages from student loan tips to retirement planning guidance
The digital signage playlist model developed for Rockland Trust empowered the financial institution to shift their digital screens from a one-size-fits-all approach to a more audience-oriented ecosystem that reflects the composition of each community.
While the initial rollout focused on 29 of Rockland Trust’s digitally enabled branches, audience profiling was later extended across all 120+ locations, positioning the bank to have a foundation for future optimization and deployment across the entire system.
Whether promoting financial wellness, reinforcing brand trust, or celebrating community, this segmentation-driven model connects more meaningfully with the people it’s designed to serve.
As Rockland Trust plans the next phase of digital investment, including potential screen relocations and expanded placements, the digital strategy provides a clear roadmap for maximizing engagement and delivering on Rockland Trust’s mission of building enduring relationships through relevance and trust.
Grounded in customer empathy, the playlist strategy ensures every message is as personal and purposeful as the brand promise itself – Where Each Relationship Matters.
