Penn Community Bank’s Business Banking Campaign: What a Four-Year Production Partnership Looks Like in Practice
How does a financial institution’s marketing team manage a major broadcast campaign — across TV, radio, photography, and digital — without the production becoming a second full-time job?
K2 Productions wrapped Penn Community Bank’s latest broadcast campaign — TV commercials, radio spots, photography for print and outdoor, and multi-platform assets for digital and in-branch distribution across the Philadelphia DMA.
Some client relationships are defined by a single project. Others are built over years of shared work — campaigns that go into market, prove what’s working, and come back sharper the next time around. K2 Productions’ partnership with Penn Community Bank continues to grow.
The most recent campaign focused on Penn’s business banking services. Full production from talent to wardrobe stylist, broadcast commercials, radio spots, photography for print and billboard — the same complete scope as the first campaign that earned three PACB Awards, executed by the same team that has been producing for Penn since the beginning.
Penn Community Bank in the Philadelphia Market
Penn Community Bank is one of the largest mutual savings banks in eastern Pennsylvania, serving customers across Bucks County, Montgomery County, and the Greater Philadelphia area. Their marketing challenge is the one facing every community bank competing in a major metro: demonstrate an authentic local presence in a market where every national bank has a branch on every corner.
Penn’s Business Banking Campaign required the full production scope:
- Broadcast TV commercials — produced to spec for Philadelphia DMA affiliates, delivered broadcast-ready
- Radio spots — produced alongside the broadcast campaign in the same production window
- Photography — print advertising assets and billboard photography produced in integrated shoot days
- Social media and digital cuts — platform-specific adaptations from primary broadcast production
- In-branch video and display assets — formatted for Penn’s branch screen network across all locations
What the Team Gets to Focus On Instead
Penn’s marketing team leads the creative direction on every campaign. What four years of change have shown is how completely K2 can execute that direction.
Kevin Eller, K2’s Senior Director, worked directly with Bernard Tynes and Penn’s marketing team through pre-production on the Business Banking Campaign. The crew on set was the same as the one that filmed the original award-winning campaign. They know Penn’s brand, Penn’s review process, and what a Penn production day looks like before anyone arrives on location.
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.
“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
Producing for Philadelphia’s Financial Services Community
Penn Community Bank’s marketing team owns the campaign vision. K2 builds the production infrastructure that turns that vision into broadcast-ready video, print-ready photography, and platform-specific digital content.
If your institution has a campaign in development, start the conversation here.
See the campaign that started the Penn Community Bank partnership and earned three PACB Awards
K2 Productions serves financial services clients across Philadelphia and the greater Pennsylvania market. Explore K2’s Philadelphia production work and commercial video services.