Although Ulster Savings Bank (USB) is a longstanding Hudson Valley presence, consumer and business awareness about their services was limited. Ashworth Creative designed a series of campaigns for the bank to strengthen brand identity and to emphasize that their service area stretched beyond Ulster County. Centered on children, this campaign encouraged business owners to compare the sophisticated needs of their business to a child running a lemonade stand.

Multimedia campaigns are an Ashworth Creative specialty. Ulster Savings Bank has strong local resources for business owners, so we decided to combine the lemonade motif with Ulster Savings Bank’s services for business owners and created the “Business is Sweet” campaign. Appearing in print, on radio, billboards and online landing pages, the campaign reflected the idea that “running a business doesn’t have to stink.”

The lemonade campaign succeeded with consumers and we continued to build upon the child theme for the next ad campaign that highlighted Ulster Savings Bank’s mortgage services – again, with a heightened focus on Dutchess County. Featuring children in school settings, the campaign highlighted the Ulster Savings Bank model of educating their customers on all aspects of buying a mortgage. In addition, we developed well-branded business focused print materials that enhanced Ulster Savings Bank’s image in their target communities.