TPN partnered with Bank of America to develop a campaign intended to position the bank as a trusted financial partner and the savings destination of choice, while also driving usage of Bank of America’s portfolio of savings tools. Given the economic downturn, this was a substantial challenge as customers entered 2009 with increasing pressure on their budgets. With an uncertain economic environment, customer fears were heightened, as they not only struggled with how to effectively manage dwindling budgets, but also how to continue to save and grow their safety nets.

TPN worked with Bank of America to introduce and implement a new marketing strategy for the banking center channel developed to:

• Redefine the customer experience by demonstrating an understanding of customers’ needs and providing benefit-driven solutions in simple, common language that they could easily understand and relate to while providing advice in an approachable manner
• Utilize all of the banking center assets to deliver a compelling and cohesive story around savings solutions
• Position the banking center associates as a trusted source and provide them with the appropriate tools to actively engage customers
• Develop a channel strategy as part of an integrated campaign to ensure communication consistency across all customer touch points
  (i.e., mass, online)