New Valley Bank & Trust

Building A Better Bank



Digital Marketing

Blog Writing

SEO & Monthly Reporting


A Bank For People

As the first de novo bank formed in southern New England in nearly a decade, New Valley Bank was founded by a group of business professionals who desired to build a bank meant for people – a stark difference from many modern banks today.

New Valley Bank partnered with Cross & Crown to build a new digital experience based around differentiating themselves from large banks, highlighting their customer service, and focusing on small to midsize business owners looking for loans.

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Making Banking Personal

In order to best represent New Valley Bank’s brand in the digital space, leadership desired to build a website that focused on its target audience, avoided canned bank terminology, and portray their website in a clean and easy-to-navigate way.

The Cross & Crown team took the lead on designing the website with a simple approach, keeping page layouts clean and concise. We prioritized common user actions within the navigation, and used local imagery within the Springfield, MA area to give a sense of authenticity and community.

As a new company, it was critical for us to develop a unique message and to promote that brand identity successfully to grow. Cross & Crown has taken the time to really get to know our business and has provided us with a suite of services that promotes our unique brand identity consistently across all media platforms. This includes website, social media, blog content, email marketing, and search engine optimization. The result is a sleek and unified message that truly represents our vision and identity as entrepreneurs and small business bankers. The Cross & Crown team has been consistently responsive and adaptable, enabling us to take advantage of marketing opportunities and build a growing library of marketing assets.

Mike Paré | SVP, Chief Financial Officer

Email Service

A Focus on Audience

Adding emails to its marketing strategy offered New Valley Bank a quieter and more personal space to talk one-on-one, uninterrupted with their audience. When it comes to direct marketing, regular email communication is what turns observers into participants, and list members into raving fans.

New Valley Bank chose to pop into its subscriber’s inbox once every 7-10 days to keep its brand top-of-mind. Each month, the email strategy was designed to support sales goals, while staying connected to local, community events.

Email marketing has been a consistent way for New Valley Bank to provide value to those who want to go further with their services, while keeping customers apprised of its latest offers.

Blog Writing

Customer Education

New Valley Bank wanted to utilize its blog to educate consumers while promoting solutions for a target audience (millennials!) that uses Google to search for pretty much everything. We developed blog topics that were well-researched and SEO optimized to understand what consumers were asking and how to deliver answers with page-one results. This developed a consistent flow of organic traffic that provided warm leads on repeat.

We collaborated with New Valley Bank’s team to develop quarterly topics that complemented its sales goals. Topics were turned into blog posts that were designed to drive traffic to its website while providing exceptional value via the content.

Organic Social

A Reach for Millennials

A social media strategy that reaches millennials was a core goal for New Valley Bank. Our assessment of its ideal customer suggests members of its target audience were in the process of building their lives, careers, or business. Each post is designed to speak to the needs and communication style of this demographic. Their social feed includes touches of light-hearted humor using branded memes and voices a snappy but polished tone and style.

Monthly Reporting

The Truth is in the Data

Knowing that the truth is in the data, New Valley Bank also received monthly reports detailing the growth of its organic social media platforms. Each month’s report conveys core organic KPIs including likes, follows, page reach, page visits, demographics, and highest-performing posts on Facebook, Instagram, and LinkedIn.

Our team was then able to take the data from these reports to strategize the next round of content. We were able to utilize these monthly insights to drive results on social for this new and growing community enterprise.


A Growing Bank

New Valley Bank wanted to communicate directly to consumers about their services in a conversational way. Among regional competition, New Valley Bank recognized the need to be clear and concise about their services, but to also present their information clearly and avoid confusing banking terms.

We drive results for work that matters.