Independent Banker - May 2021 - 61

Partnering
for success
La Macchia Group and Williamstown Bank:
Merging high tech and high touch
When Williamstown Bank was looking to build a new
location in Parkersburg, WV, they knew they would have
to provide an experience unlike anything else in the
market to attract new customers.
" We wanted to move in the direction community
banking is going, and that's to integrate technology in
with the great customer service we're known for, " said
President & CEO Sharon Anderson.
" Not everyone understood what we were trying to do.
La Macchia Group took the vision we had, and they gave
it a voice and a visual. They nailed it. "
To establish themselves as a true community partner,
Sharon and her team also looked for ways to increase
engagement, to make the branch feel like a community
hub and not just a financial institution. Williamstown
Bank entrusted the team at La Macchia Group and
their specialized technology and content experts
in the Vivalociti division to bring their dream to life.
Together they began to paint a picture of a one-ofa-kind,
donation-based coffee shop, attached to a
lobby with human-centric content, an outdoor patio,
and a community room that anyone could access
to host meetings. These were features not found in
the surrounding market; not from another financial
institution nor any other consumer-facing business.
Their unique vision also included transitioning away
from teller lines to an open space with self-service
ITMs. Without lines, staff would be able to meet with
customers in multiple spots throughout the space,
empowered by digital tools. The idea of encouraging
mobility and meeting the customer where they felt
most comfortable would prove invaluable in 2020 when
the pandemic forced the bank, and the entire industry
to adapt. The shift to drive-thru service and curbside
banking was made easier with what they had already put
in place.
When the pandemic forced Williamstown Bank to close
their new lobby for a longer stretch than originally
anticipated, they again turned to the team at Vivalociti
to help them stay top-of-mind and communicate their
mission. The teams collaborated on branded content,
including local television commercials and social media
spots. Connecting with customers and community
members on a personal level, through the shared values
of service and the common struggles faced during the
pandemic, enabled people to see what the bank stood
for and of course, what they had to offer.
With their new branch now open, the team has been
able to reflect on their journey and the success they've
had despite a challenging 2020 start. " I don't think
enough can be said about choosing the right strategic
partner, " says Sharon of the engagement with La
Macchia Group.
La Macchia Group is a turnkey design/build firm with inhouse
expertise in market research, planning, branding,
technology integration, and content development.
Contact us at 414-223-4400 for a consultation or learn
more at www.lamacchiagroup.com.
414-223-4400
lamacchiagroup.com
http://www.lamacchiagroup.com http://www.lamacchiagroup.com
Independent Banker - May 2021

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