Davis Advertising Wins 3 Awards at NEFMA
Davis Advertising attended and sponsored the 2025 Spring NEFMA (New England Financial Marketing Association) Conference on May 8-9, 2025. Davis Advertising was honored to win three awards including a Gold Award for Digital Marketing for East Cambridge Savings Bank, a Gold Award for Integrated Marketing for Meredith Village Savings Bank, and a Bronze Award in Branding for the Leominster Credit Union rebrand to All One Credit Union.
Digital Marketing Award
- Results included 192 new account openings, with almost $10 million in new opening deposits during these short campaigns.
In this category, Davis Advertising won Gold for a campaign created for East Cambridge Savings Bank (ESCB). The campaign objective was to bring in new deposit customers by leveraging the fact that nearby branches of competitor banks were closing. During the time this campaign ran, Northern Bank, TD Bank and Citizens Bank all had branches that closed nearby to ESCB locations. With a highly competitive market of attracting low cost deposits, research indicates that it’s necessary to pull in customers from other banks. Furthermore, research indicates that the best time to do this is when customers are disgruntled or when their banking center closes.
By geofencing these closing branches, we were not only able to target members of the closing banks, but we were also able to track people who traveled to an ESCB banking center after seeing an ad. This highly successful campaign brought in a significant number of new deposit customers-not just from the 3 identified competitor banks, but also from other competitor banks in the area.
Integrated Marketing Award
- This campaign generated over 1.037 million online impressions and over 2,300 clicks from a combination of online banking digital ads, eblasts, Facebook ads, and social media video posts.
In this category, Davis Advertising won a Gold Award for a campaign created for Meredith Village Savings Bank (MVSB). The campaign highlights long-lasting relationships between MVSB and one of its business partners, Alex Ray of The Common Man. MVSB highlights business relationships with local businesses that are integral to the community as part of its business development efforts. These campaigns give publicity to a particular local business, showcase the efforts of the business development officer who works with them, and highlight the excellent services at MVSB.
The strategy used to achieve this goal was targeting a business audience within a 5-mile radius around each of MVSB’s 14 branches. We used a multi-channel media plan combining both traditional and digital media to achieve lift for all tactics. By combining highly targeted digital tactics along with traditional tactics like print ads that reach a different audience, we were able to achieve wide coverage of the area with an efficient spend.
The tactics used included eblasts to a paid list, interior and exterior digital signs at the branches, direct mailers, a campaign landing page, cash envelope stuffers, print ads, online banking platform digital ads, ATM ads, social media ads, in branch posters, and drive up posters.
Bronze Award
In 2024, the Davis Advertising team worked with Leominster Credit Union (LCU) to complete an overall rebrand. LCU sought a deep and impactful rebrand that aligned with its core mission to serve the community, envisioned future growth, and reflected its commitment to delivering exceptional financial services in a truly inclusive and meaningful manner. The challenge was to create a brand identity that not only resonated with existing members but also attracted new ones allowing the Credit Union to expand its geography by communicating with warmth, accessibility and community spirit.
Understanding that evolution is key to relevance, we embarked on a comprehensive rebranding journey to craft a message that felt particularly inviting and significant. This involved rigorous research, numerous iterations, and extensive focus groups with members and community stakeholders. After in-depth discussion and careful evaluation, we reached a name that encapsulated LCU’s essence: All One Credit Union.