Penn Community Bank: Four Years of Award-Winning Multi-Format Campaigns in Philadelphia
How does a community bank, competing against national brands with significantly larger advertising budgets, produce campaigns that win industry awards — three times in a single year?
Penn Community Bank’s marketing team came to K2 Productions with a campaign concept and a clear vision of who they were speaking to. What they needed was a production partner who could take that vision across every channel their customers touched — broadcast television, billboards, print, social media, and in-branch screens — and execute it completely.
Three PACB Awards later, they’re still calling the same team.
Penn Community Bank serves customers across Bucks County, Montgomery County, and the broader Greater Philadelphia market. Their marketing team had built a campaign concept that knew exactly what it needed to say. K2’s job was to build the production infrastructure to ensure it was heard everywhere Penn needed to be.
The campaign went into the market, and the Pennsylvania Association of Community Bankers noticed. Penn took home three awards that year: Best Marketing Campaign, Best Digital Marketing, and Best Television Commercial. One campaign, one production team.
Penn’s Vision, Every Channel
Penn drove the campaign concept and creative direction, as they do on every project. What K2 built around it was the production infrastructure to execute that direction in full — crew, equipment, locations, talent, wardrobe, post-production, and delivery across every platform in the media plan.
- Television commercials — broadcast-spec, delivered to Philadelphia DMA affiliates
- Photography — print advertising and billboard assets produced in the same shoot window
- Radio spots — produced alongside the broadcast campaign
- Social media content — platform-specific cuts and stills from primary production
- In-branch branding — video and display assets for Penn’s branch screen network across all locations
One set of shoot days with one post-production pipeline. Every format was planned from the start, so nothing required a reshoot and nothing got left out.
What the Marketing Team Gets to Stop Thinking About
The first campaign established what K2 could do for Penn. The campaigns that followed built something more valuable — a production team that knows the brand the way Penn’s own marketing team does.
By the fourth campaign, K2 knows which visual contexts resonate with Penn’s marketing department. The team knows how Penn’s internal review process runs and builds timelines around it from the start. They know what the brand needs to look like on a 48-sheet billboard versus a 15-second Instagram cut.
Kevin Eller, K2’s Senior Director, worked directly with Bernard Tynes and Penn’s marketing team through pre-production on every campaign. The crew that filmed the first campaign filmed the most recent one. That kind of consistency keeps the set running the way Penn’s team expects it to.
“I have been working with K2 for about five years or so and what I love about working with Kevin and the team at K2 is they have built trust with us and a level of expertise second to none. They are as creative as it gets. They have brought so much value to my team and to myself here at Penn Community Bank.”
— Bernard Tynes, Senior Vice President and Director of Marketing, Penn Community Bank
The Most Recent Campaign: Business Banking
Penn’s most recent campaign focused on its business banking services — a category where a business owner or CFO decides whether the bank on the corner actually understands their company’s needs.
Full production from talent to wardrobe stylist, broadcast commercials, radio spots, photography for print and outdoor — the same complete production scope as the first campaign, executed by a team that already knows the brand, the client, and what a Penn Community Bank production day looks like.
The marketing team’s job on a production like this shouldn’t be managing the production company. It should be focused entirely on the campaign.
Producing for Philadelphia’s Financial Services Market
Community banks and regional financial institutions require polished content. Every piece has to communicate stability, local credibility, and genuine community connection — and hold up against competitors who have significantly larger advertising budgets.
If your institution has a campaign in development, start the production conversation here.
K2 Productions serves financial services clients across Philadelphia and the greater Pennsylvania market. Explore K2’s Philadelphia production work and commercial video services.