In 2007, Beneficial Savings Bank, then a quiet 150-year

In 2007, Beneficial Savings Bank,
then a quiet 150-year-old privately
owned community institution, began
a process of aggressive reinvention,
emerging as a significant publicly held
regional player with a shorter name
and a larger presence in the region.
Having led the transition and
established the new Beneficial Bank
brand in the marketplace, in 2009
LevLane formulated a new campaign,
“Starting Now,” engineered to convey
the financial strength and optimism
of a bank that had—unlike most of
its competitors—emerged from the
2008 financial crisis fiscally sound
and stronger than ever. Combining
traditional and non-traditional media
– TV, online, radio, print, outdoor,
transit, event, social marketing, and
media relations—as well as a multiplatform in-branch program—the
campaign engaged both consumers
and businesses with the encouraging
message, “every day is a chance to do
the right thing financially, Starting Now.”
With momentum building and business
growing, our next challenge was to
increase understanding of the bank’s
unique position – a financial institution
dedicated to financial education.
Above all, Beneficial is committed
to helping its customers do the right
thing financially.
To present this customer-facing
message, and to separate Beneficial
from the pack, we launched “Beneficial
Thinking,” a campaign inviting clients
to engage the bank in an in-depth
conversation about their financial
goals. In addition to traditional
media, “Beneficial Thinking” included
an extensive social media program
focused on financial education.
The bank’s Facebook and Twitter
pages evolved into customer service
channels, delivering real-time updates
on real-world events.