Effective Collaboration in Action: The Berkshire One Case Study

Berkshire Bank’s Challenge

Launching Berkshire One required balancing innovation and tradition. The bank aimed to create digital-first banking solutions that appealed to modern consumers while maintaining the trust built over generations. Delivering an excellent user experience and safeguarding customer data from the start were critical to the product’s success. At the same time, they faced the challenge of standing out in an increasingly competitive digital banking market. These efforts were essential for building trust and encouraging users to adopt digital-first banking solutions.

To achieve this, Berkshire Bank sought to raise awareness, engage potential customers, and convert interest into new account openings—all within a tight timeline. They partnered with trusted collaborators, including Seapoint Digital, to design and execute a marketing strategy that could deliver results. 

Seapoint Digital’s Role

Seapoint Digital focused on refining and executing marketing strategies to maximize audience reach and drive conversions. Our contributions included:

• • Google Ads Optimization:
    
    • • Shifted budget from broad display ads to highly targeted search campaigns.
    • • Developed ad groups focused on branded keywords, competitor targeting, and benefit-driven messaging.
    • • Recommended A/B testing for landing pages to improve user experience and conversions.

• • Multi-Platform Advertising:
    
    • • Launched Facebook lead-in ads in September, leading to a noticeable increase in account sign-ups by highlighting Berkshire One’s standout features, such as competitive interest rates and perks like cell phone insurance and streaming reimbursements.
    • • Expanded reach through Reddit ads, leveraging targeted subreddits for more specific audience engagement, and YouTube campaigns, using real-time performance data to optimize engagement.

• • Retargeting Campaigns:
    
    • • Designed campaigns to reconnect with ones who didn’t open an account initially, including creating a Meta audience of users who opened lead forms but didn’t submit them. These audiences were used alongside others to re-engage high-potential users.
    • • Used custom match-lists and advanced tracking to engage high-intent users.
    • • Implemented negative lists to prevent targeting existing customers, ensuring efficient ad spend.

Bill Cutrer, CEO of Seapoint Digital, reflected on the importance of targeted marketing, stating, “When Berkshire Bank engaged us to help maximize this campaign, we took a hard look at all platforms and methods of geotargeting and lead nurturing to find the right methods to stay in front of our audience and communicate the value of Berkshire One.” This approach ensured Berkshire Bank’s marketing efforts were impactful and aligned with the target audience’s needs.

Campaign Results

The collaboration between Berkshire Bank and its partners, including Seapoint Digital, yielded notable outcomes:

• • More Account Openings: Facebook lead-in ads and retargeting campaigns significantly boosted new account sign-ups.

• • Higher Engagement: Ads on platforms like YouTube surpassed engagement expectations, successfully reaching target audiences.

• • Smarter Spending: Refocusing on search-based campaigns ensured marketing budgets were used effectively.

These results demonstrate that a targeted, data-driven strategy can support ambitious initiatives and promote genuine growth. This achievement reinforced Berkshire Bank’s foundation for the ongoing development of Berkshire One within the fast-paced, evolving digital banking environment. It also highlights how effective collaboration and adaptable strategies can ignite long-term success.

Looking Ahead

The successful launch of Berkshire One offers valuable insights for future banking initiatives. Combining Berkshire Bank’s leadership with strategic, data-driven marketing, the platform effectively engaged its audience online. Whether leading a campaign or working alongside established marketing teams, Seapoint Digital offers flexible, specialized support tailored to each client’s needs. 

We’re proud to have been part of this milestone, helping Berkshire Bank expand its reach with the launch of Berkshire One.