April 24, 2023, Philadelphia, PA – Brownstein and Red Thread PR announced today the launch of an integrated, multi-channel marketing campaign for Owners Bank, an all-digital bank designed specifically to meet the needs of small business owners.
Owners Bank not only offers traditional business interest checking and savings accounts, it also provides business owners with the digital tools they need to manage their finances with ease. As a division of $7 billion Liberty Bank, Owners Bank is led by previous small business owners and banking industry veterans who understand what it means to be a small business in a world of big banks, and that the experience can often leave small businesses feeling overlooked. The bank’s unique approach is reflected within the advertising campaign — conceived and created by Brownstein — which promises a banking experience that’s “all business, no B.S.”
“We wanted to be honest about today’s banking environment, and how alienating it can be for small business owners,” said Adrian Castillo, Creative Director at Brownstein. “It’s important to clearly show how this bank was built specifically to address their concerns, because it’s unique to the banking world. The creative reflects that experience, and offers a solution.” The campaign is rooted in the frustrations many small business owners have when working with big banks and intentionally challenges the status quo of how banking is traditionally done.
Owners Bank also enlisted the help of Brownstein Group’s PR shop, Red Thread PR, to develop and lead their public relations program. Launched in conjunction with the advertising campaign, the program is designed to establish awareness for the bank among an audience of small businesses, spotlight the accounts and tools developed specifically for those small businesses and emphasize the bank’s prowess in technology and customer service.
“This campaign is bold, and strikes at the heart of what big banks are missing out on when it comes to servicing small businesses,” said David Mitchell, Founder & Chief Executive Officer of Owners Bank. “Unlike banks that are geared towards large enterprises, Owners Bank was built by people who value small businesses and have experience running them. We understand what it takes to manage a small business, and we’re here to offer modern, personal solutions.”
Advertising and marketing has launched for Owners Bank’s initial four test states with TV, radio, digital and social media with a full national U.S marketing campaign on the horizon.
About Brownstein Group
Brownstein Group is a network of independent marketing agencies based in Philadelphia, including Brownstein, Red Thread PR, Nucleus Digital, and Studio215. With roots dating back to the Creative Revolution in 1964, and a longstanding history of outstanding client service, Brownstein Group’s specialties have expanded to include brand strategy, advertising, public relations, social media, and digital services. We build unstoppable brands by helping clients navigate the changing tides of culture and business with a focus on Brand Longevity™, and have worked with a range of companies, including IKEA USA, Comcast Xfinity, DuPont™ Sorona®, TruGreen, The GIANT Company, ACI Worldwide, Humana, NJM Insurance Group, and Saint-Gobain North America.
About Owners Bank
Owners Bank is all business, no BS. A new digital bank launched by Liberty Bank, one of the most established and innovative banks in the country, Owners Bank was created specifically to provide digital banking services tailored to the unique needs of small business owners and sole proprietors. It is designed to bring a high-tech, high-touch approach to small business banking through a suite of digital apps and banking services including deposit accounts, credit cards, and lending. The company’s U.S.-based Business Banking Agents are specialists in small business banking and are available to offer solid advice via phone, online chat, email, or face-to-face within our online banking and mobile app. Owners Bank is currently available to businesses in Rhode Island, Massachusetts, Connecticut and Pennsylvania. To learn more, visit www.ownersbank.com.