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Everyone needs an anchor.

Institution: Camden National Bank

Asset size: $2.3 billion

Agency: Kemp Goldberg Partners, Portland, Maine

In 2011, the hank unveiled a new advertising and marketing campaign--and a completely redesigned website. The action followed an intensive brand research study that included focus groups, and surveys of stakeholders and customers. Research revealed that the bank was viewed as a trusted, genuine partner--one that serves as an anchoring force providing stability during times of volatility and confidence during periods of calm.

The bank leveraged the research findings and the anchor image used as part of its logo for 100 years to come up with the "Everyone Needs an Anchor" campaign. The campaign was intended to reinforce the bank's reputation as a trustworthy partner to its customers, stakeholders and the local community.

The marketing effort included TV, radio, print and online advertising. For the campaign, collateral, signage, business cards, nametags and even email signatures were reworked.

"Using real Maine people as the Anchor Experts in our ads to explain what an anchor meant to them and how it represented strength, stability, and security resonated positively with our customers and spoke to our authentic nature," says Diane Norton, vice president, marketing and communications.


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Title Annotation:Branding; Camden National Bank
Publication:ABA Bank Marketing
Article Type:Brief article
Date:Apr 1, 2012
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