Provident Financial Services (PFS) of New Jersey is beefing up its marketing efforts with a new slogan as it tries to stand out in the rough-and-tumble New York banking market.

The bank's website, Facebook and Twitter pages will all be updated with the new tagline, "Commitment You Can Count On," as well as new graphics. Provident management decided to update its marketing in part because of the intense competition for banking business in the greater New York City market, Martin says.

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