Valley Bank

Valley Bank is a leading commercial bank with more than 200 branches across the U.S. Since 1927, they have been helping businesses grow by providing tailored financial solutions across industries like real estate, healthcare, and government contracting. They’re committed to powering the ambitions of their clients with expertise and resilience.

Client Challenge

Valley Bank approached Kraus Marketing to develop several strategic email campaigns with digital ads that aligned with their new brand identity. The first campaign, the “60-Day Consumer Checking Cross-Sell Journey for Business Customers,” needed to encourage existing business customers to open a consumer checking account by emphasizing the benefits of consolidating personal and business banking. The second campaign, the “Consumer Early Engagement Program,” aimed to create a seamless onboarding experience for new customers by reinforcing Valley Bank’s role as a supportive financial partner. Both initiatives required a cohesive, engaging approach that effectively communicated Valley Bank’s value while driving customer action.

The Kraus Solution

Kraus Marketing collaborated with Valley Bank to develop three distinct campaign concepts: benefit-driven, action-driven, and emotional appeal. After careful consideration, Valley Bank selected the benefit-driven approach, centering the campaign around the theme “400 Reasons to Earn $400.” This concept effectively highlighted the advantages of opening a checking account while reinforcing the incentive of earning $400, encouraging customers to envision how they could use their reward—whether for their next hobby, purchase, or financial goal.

The email campaign followed a strategic sequence, beginning with an initial promotional email, followed by a retargeted reminder, and concluding with a final follow-up emphasizing urgency to drive conversions. Additionally, we incorporated elements of the action-driven approach into their digital ads, using compelling calls-to-action to encourage immediate engagement. Through this integrated approach, Kraus Marketing ensured the campaign not only captured attention but also motivated business customers to take action.