Cathy Jocelyn, Westfield Bank’s assistant vice president of marketing, talks about the bank’s new brand and website. (Photo by Amy Porter)
WESTFIELD – Westfield Bank recently launched a new branding effort represented by the tag line “What Better Banking’s All About.” Featuring bold new colors, designs, and photography, the brand rolled out across regional media in late October, including print advertising, radio, television, and online communications. The bank also unveiled a completely redesigned website.
“We really expanded and refreshed our brand,” said Assistant Vice President of Marketing Cathy Jocelyn.
She said there were a lot of components to the campaign, including all new merchandising, posters, brochures, and teller sellers (mini posters).
Jocelyn said the bank also expanded their online presence, unveiling a completely redesigned website, and taking “baby steps” into social media with a Facebook page and a Twitter account.
“Social media is a great place for our public relations messaging,” she said.
The new brand was created by Westfield Bank in conjunction with Communicators Group, a Keene, New Hampshire-based branding, marketing, and advertising agency. Jocelyn said the campaign energized the bank and the employees. She said the company met with everybody in management and asked them about their strengths, their communities and needs in developing the materials.
“Having one tagline: ‘What Better Banking’s All About’ was really important to us,” Jocelyn said.
To get all of the employees on board with the message, they developed a scavenger hunt taken from the new marketing materials. She said they asked employees seven questions, and awarded an IPad for first prize, along with different gift cards.
“We are who we’ve been for 163 years,” she said. “We are staying true to who we are, but we’re growing,”
Last year, Westfield Bank branched out to Granby, CT and in June, they opened an Enfield office. They also moved their commercial lenders to Tower Square in Springfield, to be more accessible to the communities east of the river. Small business lending is still housed in Westfield.
“We can compete with any of the big boys,” Jocelyn said. “It’s something that we’re proud of, to be able to stay on par with their technology.”
She said Westfield Bank is also a strong supporter of community activities.
“From Jim (Westfield Bank President and CEO James C. Hagan) down to the tellers, everyone is involved,” she said. “We do as much as we can.”
Some of the community organizations the bank supports include the Westfield Senior Center, Mercy Hospital Cancer Center, Westfield State University, where Hagan serves on the Board of Trustees, American International College, Stanley Park, and the Future Fund grant for the Association of Community Living.
“We are a very generous bank,” Jocelyn said, including offering one paid day a year to employees to volunteer. “Not many places do that.”
She said much more time is given by employees.
“We all belong to Chambers, Kiwanis, Boys & Girls Clubs, Rotaries. It’s endless the organizations that we belong to,” she said. “That is really a strong culture here at the bank.”
Friday morning, a group of pre-kindergarteners from St. Mary’s came to visit the bank as part of a community walk. Jocelyn said Hagan was called about the visit, and said, “Absolutely, come on in.” The children visited behind the teller’s counters and played a game. When asked by their teachers, “What do you get when you go into a bank?” they answered “Lollipops.”
To check out Westfield Bank’s new website, go to www.westfieldbank.com; on Facebook type in Westfield Bank, and on Twitter at Westfield Bank @WBBetterBanking.
Westfield Bank is a federally chartered stock savings bank that is insured by the Federal Deposit Insurance Corporation (FDIC). Founded in 1853, the Bank has thirteen full-service offices in Agawam, East Longmeadow, Feeding Hills, Holyoke, Southwick, Springfield, Westfield and West Springfield, Massachusetts; and Enfield and Granby, Connecticut.
