Committed to Local Businesses
Brand Strategy • Art Direction • Agency Partnerships • Social Media Marketing • Email • Interviewing • Project Management
As the in-house digital marketing strategist for ACNB Bank, I knew the importance of creating story-driven content. I designed and launched a series of testimonial-style videos and photo features to help show how the Bank is essential to local businesses and the community.
Project Objectives:
The campaign was created to highlight how community banking helps local businesses. The primary goals were brand awareness and lead generation.
Results: The series had tremendous organic reach including a video that was shared 99 times in the first week.
The campaign led to increased loan volume and an ROI of more than 800%.
My Role:
Campaign strategy
Art direction of photography and videography teams
Conducted on-camera interviews
Wrote articles and advertising copy
Graphic design
Paid ads and organic posts
Email marketing
Strategy & Planning
Planning the stories - I started each project with an initial Zoom interview. This helped me learn about the business, the owner, and their relationship with the Bank. I then storyboarded the project, highlighting important narrative elements, and creating a b-roll shot list and interview questions.
Capturing the content - I worked with the photographers and videographers as the art director. I also conducted the interviews. I kept track of the soundbites we needed and made the business owners feel comfortable on camera.
Writing engaging copy - Each project featured a full-length blog article on the Bank’s website. I wrote these to provide additional background on the featured businesses as well as link to the Bank’s products and services. This helped with SEO and created additional content sources.
Designing the promotional materials - A story deserves to be heard. I designed posters and graphics displayed in the branches and in the online banking portals. I also created billboards, social media posts, paid ads, and email campaigns.
Video: The Altland House
“When brothers Ryan and Ben Haugh wanted to grow the family business, they needed a bank that understood their vision and their legacy. As a community bank, ACNB values working alongside our customers. Every business has a story—this one spans three generations, more than 250 years, and has an exciting next chapter.”
Video: Half Pint Creamery
“Ice cream makes people happy. From help opening new locations to financing a major renovation, Half Pint Creamery owner Trish Sentz knows ACNB Bank always has her back.
Every business has a story, this one is about scooping up happiness.”
Video: Scott & Co. Fine Jewelers
“When people are ready to propose a big commitment, they go to Scott & Co. Fine Jewelers. For a bank that’s committed to them, owners Scott and Karen Coyle choose ACNB Bank. Every business has a story, ACNB Bank can help with your next chapter.”
Photo Features
Gettysburg Construction
When Gettysburg Construction needs support for its projects, owner Dave Lamberson knows he can count on ACNB Bank and lender Gary Rappoldt. Every business has a story—this one starts with a treehouse.
May Eye Care
When people need help with their vision, they trust Dr. Carl May. When Dr. May needs help making his business vision a reality, he trusts ACNB Bank. Every business has a story, this one you have to see for yourself.
Promotional Designs
To help share the stories, I designed posters for the bank lobbies, banner graphics for online banking, billboards, and emails.
Behind the Scenes - Creating More Content
While on set I captured additional photos and content for social media. (I also got to fly the drone, try on some sparkles, and sample more than a little ice cream.)
Social Media
Brand awareness was a primary goal of the campaign. By leveraging social media, I was able to put the Bank’s message in front of new audiences. The featured businesses, their followers, and their connections all shared the posts.
Paid Ads: I created an ad set to test three different approaches to the post copy. The first was the original post, the second had a short quote from the business owner, and the third was a shortened version of the original post. The original post performed the best.
Reach
42,916
Shares
248
Engagements
7,183
View Time
17,100 minutes
Skills Used in this Project
Storey-Driven Marketing.
Interviewing • Creativity • Narrative • Facebook
Graphic Design & Copy.
Posters • Billboards • Online Ads • Blog Articles
Art Direction.
Videography Storyboarding • Photography Styling