Rebranding and introducing an 85-year old bank in Thomasville, Georgia to new customers in new cities crowded with financial institutions
Services Provided
Action Plan
- Conduct consumer research to identify the bank’s unique selling points to create a value proposition and brand platform that resonated with targeted customers in North Florida and Southeast Georgia
- Change the bank’s name (formerly Thomas County Federal Bank) and update its outdated brand with a modern aesthetic
- Design new marketing assets and collaterals to introduce the bank in two new markets — Tallahassee, Florida and Savannah, Georgia
- Secure testimonials from the bank’s loyal customer base in Georgia and Florida
- Position senior bankers as subject matter experts and thought leaders to generate and/or increase their visibility in the new markets
- Launch an integrated marketing and communications campaign to introduce the bank and promote the opening of a new branch and new loan offices serving North Florida and Southeast Georgia
Results
- TC Federal Bank was known and recognized by its target audiences and influencers within months after the campaign launches in North Florida and Southeastern Georgia
- Customers and influencers shared positive comments and feedback on social and digital media, and at experiential events hosted by the bank and its partners
- Deposits and new accounts continued to increase on both sides of the Florida and Georgia line as the bank’s visibility grew in the region
