The Way to Wealth.
A modern private bank that powers your way to wealth.
Founded in 1890, Cambridge Trust is an independent bank serving clients in Massachusetts and New Hampshire with a full suite of custom financial solutions to build, grow and protect wealth for today’s individuals, families, business and nonprofit organizations.
The context
In a market full of competition - from big national banks to small community banks, Cambridge Trust knew they had to change the way they went to market in order to stand out. Cambridge Trust came to us with two clear goals for growth. First, to be recognized as the premier private bank and wealth management company within the greater Boston and New Hampshire regions.
The conflict
Cambridge Trust, many of their competitors in the local market, have a full wealth management capability. ANd while this had been a dominant part of their strategy for decades, no one really knew about it. This fact was emphasized by data pulled from our A.I. tools, which highlighted that much of the messaging in the market was focused on company earnings. Based on this, we knew we needed more people to understand the bank and what it stands for.
The idea
Bring a new narrative to the market - The Way To Wealth - with a clear channel strategy designed to deliver high impact impressions, community engagement and business performance. The campaign that supported it allowed us to create more meaningful separation from our competitors by highlighting the tangible differentiators of the Cambridge Trust model. And, most importantly, to achieve impact.
