Small Bank Takes to Airwaves

Budget constraints will not deter Stackpole & Part-ners from getting TV exposure for Stoneham Bank.

The Newburyport, Mass., agency has produced a pair of spots as part of its first campaign for the three-branch fi-nancial institution. Ads introduce “Un-expectedly more” as the tagline. Spending will be in the low six figures.

The commercials feature business owners, firefighters and school kids from the Massachusetts towns of Stoneham and Billerica, the communities served by the bank.

“Involving the community in the TV ads was a natural extension of what Stoneham Bank represents,” said Janice Houghton, the bank’s CEO and president. “We work and live in these communities.”

The overall strategy is designed to position the bank, founded in 1887, as being “extremely progressive for a small community bank,” said Stackpole account supervisor Kelly Shea Knowles. “They have invested heavily in operations and employee training and are also opening a new branch in September,” and TV was deemed necessary to help the client make inroads against larger competitors. Print ads and in-branch materials have also been developed.