Challenge
Dollar Bank, Pittsburgh’s oldest continuously operating bank, sought to identify itself from other local financial institutions and to build its client base in the Pittsburgh and Cleveland markets.
Specifically in the Cleveland market, Dollar Bank’s goal was to grow its deposits.


Strategy
Dymun + Company branded Dollar Bank as the consumer-friendly bank with no gimmicks or hidden costs. Campaigns include “Face on the Dollar,” “We Never Forget Whose Money It Is,” “Bank Online Not In Line,” and most recently the “Value of a Dollar” branding campaign. Each campaign promotes Dollar’s uniqueness and individuality in the Pittsburgh and Cleveland markets. In the Cleveland market, the agency heavily promoted a high-interest passbook savings account via print, radio and television. The agency additionally provides ongoing counsel for the Bank’s internal communications, ensuring consistency of style and message with external campaigns.

Results
Deposits in the Cleveland market grew by $1 billion over five years, representing more than 200% growth. * Independent market research showed that unaided awareness of Dollar Bank had increased by 38% from 1999 (the year the branding campaign began) to 2001. * Unaided advertising awareness for Dollar Bank more than doubled between 1999 and 2001. * Survey results of top-of-mind perceptions about Dollar Bank in 2001 displayed that Dollar’s branding campaign is working. Dollar was consistently identified in the community with its free checking, convenient hours, local history and positive reputation.

* Market research information is provided in confidence by Dollar Bank and should not be distributed, photocopied or referenced for any other purposes.