Customer Story Provides Narrative for Marketing Campaign

North Country Savings Bank wanted us to showcase their dedication to their community. See how the story of a helping hand for a struggling patron demonstrates that dedication.

Business Challenge

North Country Savings Bank (NCSB) is one the most trusted financial institutions in Upstate New York’s St Lawrence County. For over 100 years, they’ve become known as the ‘neighbor you can depend on,’ through good times and bad, and a leading supporter of their communities. Showcasing this dedication to their customers became our challenge.


We chose to use traditional marketing tactics to highlight NCSB’s unique and genuine care for their customers by telling the story of a 60-year old relationship with a bank customer, Otis Van Horne. Over 60 years ago Otis and his wife were denied a home mortgage to build their first home because he could not provide the required minimum down payment. Then bank president, Roy Basset, looked at Otis’ situation beyond a down payment and decided Otis’ financial future looked healthy even if his current down payment was minimal. The president sent him a hand-written postcard offering to help finance Otis’ mortgage for his first home. The rest as they say, is history.

Using this unique and incredible story, we created a traditional marketing campaign that communicated NCSB’s relationship with its customers today is very much like it was back in 1955, when people like Otis needed someone to give them a chance.

Our integrated advertising campaign included a TV commercial, radio spot, newsprint advertisement and print collateral. Each marketing piece maintained the message that the bank’s attention to their customers was unchanged – that they would strive to consider the whole picture of young borrowers today just as they did from young Otis over 60 years ago. 

North Country Savings Bank
  • financial services
It has been a particularly busy week and it just seems like I've needed a lot of extra support from you all.  I appreciate it very much and did not want to leave that unsaid.  The behind the scenes work that you all do that keeps North Country Savings Bank looking GREAT in the community and in general – is the BEST. From the bottom of my heart, Thanks.
Steve Thornton
Vice President, North Country Savings Bank
About Adworkshop

Adworkshop is an employee-owned integrated marketing agency providing strategic consulting and creative marketing solutions that help clients solve their evolving business challenges. Rooted in destination marketing from the 1980 Winter Olympic Games, Adworkshop has grown into an agency of 30+ talented employees whose expertise across marketing disciplines leads to innovative strategies and measurable results for destination marketing organizations, tourism businesses, active outdoor companies, educational institutions, health care companies, economic development agencies, and other businesses.

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