Work
Strengthening a Community Bank's Online Presence
Client
Croghan Colonial Bank
Croghan Colonial Bank is a trusted community bank serving Sandusky, Erie, Huron, Lucas, Ottawa, and Seneca Counties in Ohio. Committed to helping individuals and businesses achieve their financial goals, Croghan offers comprehensive financial services while prioritizing financial education, sponsorships, and community engagement.
In December 2022, Croghan partnered with TouchStone Digital to enhance their digital marketing efforts. This case study reflects the improvements made year-over-year from January to December 2023.
Problem
Croghan sought to strengthen its digital marketing strategy to drive business growth. Their key objectives included:
- Increasing Google Paid Search conversions
- Improving newsletter open rates and subscriptions
- Optimizing Facebook and Google Display Ads to support business goals and increase engagement
Services Provided
- Digital Advertising (Google Ads, Paid Search, Display Ads)
- Social Media Advertising (Facebook Ads)
- Email Marketing
- Local Listings Management
Solution
TouchStone Digital implemented a comprehensive digital marketing strategy to drive measurable growth across key areas.
Paid Search & Display Advertising
- Launched a Google Paid Search program with a dedicated budget, optimizing target keywords and bid strategies to enhance performance.
- Developed Google Display and Facebook ad campaigns targeting users based on specific financial services and products to increase engagement.
- Prioritized ad relevance, quality scores, and bid alignment with business goals.
Email Marketing
- Optimized newsletter design for better responsiveness.
- Implemented content strategies to increase open rates and engagement.
Local Listings Management
- Enhanced Croghan’s local listings with updated content and SEO optimizations to improve visibility and customer engagement.
Results
Paid Search Advertising
+
0
%
Increase in paid search conversions year-over-year
+
0.1
%
Increase in paid search traffic
+
0
%
Increase in click conversion rate
-
0
%
Decrease in cost per conversion for Business Lending campaigns
-
0.1
%
Decrease in cost per conversion for Personal Checking campaigns
Google Display Ads
+
0
%
Increase in Google Display Ad clicks, achieving 124,978 clicks in 2024 (compared to 79,132 in 2023)
+
0.1
%
Increase in Display Traffic
+
0
%
Increase in click-through rate
Email Marketing
Newsletter open rates averaged
+
0
%
in 2024 (compared to the industry average of 26.48%)
While slightly below the 40% goal, clicks increased
month-over-month, indicating stronger audience interest
Meta (Facebook) Advertising
+
0
%
Increase in link clicks
+
0.1
%
Increase in link click-through rate
+
0
%
Increase in post reactions
+
0
%
Increase in post comments
+
0.1
%
Increase in post saves
+
0
%
Increase in post shares
Local Listings Performance
+
0
%
Increase in phone calls
+
0.1
%
Increase in direction requests
+
0
%
Improvement in average ranking position
Conclusion
Through a targeted digital marketing strategy, Croghan Colonial Bank improved paid search performance, display ad engagement, email marketing success, and social media interaction. These enhancements increased brand awareness and drove measurable business growth, reinforcing Croghan’s reputation as a trusted financial partner in the community.
