Turning a strategic plan into a stronger brand

National Penn Bank, including its division FirstService Bank, HomeTowne Heritage Bank and The Peoples Bank of Oxford, is a $4.57 billion, 131-year-old financial institution that serves nine counties in southeastern Pennsylvania. The bank’s brand is built on customer intimacy – being closely connected to the communities it serves and delivering highly personalized attention.

Creating a strategic plan that focused on National Penn Bank’s brand of customer intimacy was relatively easy. The real challenge was taking that comprehensive plan and implementing it, both internally and externally. National Penn Bank turned to The Anderson Group to build a brand vision that would help create a stronger brand throughout the bank and its various audiences. Working closely with the National Penn Bank marketing team, The Anderson Group has executed numerous campaigns – in both print and electronic media – that have solidified relationship with existing customers and enabled the bank to penetrate new markets and acquire many new customers.