Building a New Demographic: Emigrant Savings Bank
Emigrant Savings Bank approached Songmasters with a fundamental problem: more than 90% of its client base was over 65 years old, and this venerable New York City institution remained a longstanding but local business. Songmasters created Building the Future One Life at a Time (BTF), a marketing and brand communications program that used the power of music and celebrity to reach the target demographic group aged 29 to 50 by reaching and benefitting their children “where they learn and where they play.”
BTF generated more that 180 million impressions in the New York area through a variety of branded initiatives including ads, PSAs, on-air contests to attend semi-annual private concerts by top artists co-sponsored with BTF's media partner (WQCD/Smooth Jazz Foundation) music CD compilations, and cultural discount programs for families. Through these, Emigrant doubled its targeted consumer base in less than three years. At the same time, Emigrant directly benefited Mentoring USA, Communities in Schools New York, and the youth programs of the City of New York/Parks and Recreation Department through which more than 100,000 children were provided with mentoring programs, family events, a jazz music scholarship program, a 36-school Adopt-a-School Program and an Adopt-A-Park Program which provided year-round support to all Parks-sponsored soccer programs in New York City.
The heightened brand favorability achieved by this targeted marketing and brand communications campaign, in combination with support for good causes, created a solid platform for the launch of Emigrant's newest initiative, a nationwide online banking service at EmigrantDirect.com. This opportunity emerged jointly from Songmasters’ evaluation of Emigrant’s branch banking program local client base, reach and effectiveness and by willing and innovative leadership within the Bank ready to transition to a large-scale, digital national banking effort.
Other examples of our work:
Health Source RI - Consumer Services Platform. Rhode Island Health Care Exchange
POBA: Where the Arts Live
Listen to Me: Where the True.Great.Original Meet the Next Generation of Music's Greats
S'Well! - A National Conversation on Women's Health and Well-Being
The Future of Innovation: Re-Branding the Council on Competitiveness
Mass Appeal: Building an Audience for Komen's Race for the Cure