KHJ Promotes Directbanking – Salem Five Expands Business on Web; Plans ‘Microbranches’

Kelley Habib John Integrated Marketing is launching directbanking.com, a revamped online banking initiative from Salem Five Financial Network, an agency client for the past decade.
The branding campaign, which uses the tagline “This is the way banking should be,” points out that customers should expect a broad range of services and competitive rates whether they choose to bank via computer or at their local branch. “The best financial services. Period. (Or should we say, dot),” one headline reads.
Print ads broke last week in The Boston Globe, The Boston Business Journal and elsewhere. A trio of
30-second spots are slated to debut on area TV stations this week.
Spending is set at $1 million, said Michael Fitzgerald, president of directbanking.com, which replaces SalemFive.com. The 144-year-old North Shore bank, with nine retail branches and $1.1 billion in deposits, wants to be a leader in electronic banking, with services and technology rivaling big banks, Internet lending and mortgage specialists. It plans to combine that with the user-friendly values of neighborhood institutions, Fitzgerald said.
The site offers new loan, deposit and insurance products and a more user-friendly interface–but the initiative will soon have a bricks-and-mortar component as well. Salem Five intends to develop five “microbranches” separate from its current locations.
The microbranches will be automated facilities with live tellers and drive-up windows during business hours, along with 24-hour ATMs, video sales terminals and Internet access.
The bank is looking for a downtown Boston location for its first microbranch, slated to go online in the second quarter of next year.
Salem Five looks to directbanking.com to double its online customer base from 6,000 to 12,000 in
the next six months, Fitzgerald said. “We’re not a dot.com startup,” he added. “Everything we’re doing is about acquiring new customers” and building a base for long-term growth.
KHJ in Boston handles creative and media placement and designed the site with Lara Consulting in Salem, Mass. K