Berkshire Bank: Positive Positioning During Time of Growth Despite Market Challenges

Berkshire Bank was an established community bank with offices throughout western Massachusetts, Vermont and New York, but its communications efforts were decentralized and lacked a clear, strategic focus. Morrissey & Company was brought in to develop a public relations plan that integrated all of the bank’s communications channels at a critical juncture – the bank was beginning to grow its footprint and the financial crisis was about to hit.

The strategy focused on raising the competitive profile of Berkshire Bank and positively positioning the organization, products and service offerings, as well as its organizational experience and expertise, with media and its respective footprint audiences. Morrissey & Company worked with the bank to develop formalized key messaging, media train executives and develop relationships and opportunities with media. With Morrissey & Company’s help, Berkshire Bank was able to carve out an opportunity to talk about the bank’s own positive financial track record and practices, commitment to the community and employee development.

Results

In just one year, the public relations efforts spearheaded by Morrissey & Company, in partnership with Berkshire Bank, achieved an increase in positive media coverage of more than 50 percent over the previous year. In addition, we turned the collapse of the financial market, the ensuing bank bailouts and mortgage crisis into an opportunity for Berkshire Bank to not only maintain, but to increase, its positive reputation among its constituents.