Rebranding and introducing an 85-year old bank in Thomasville, Georgia to new customers in new cities crowded with financial institutions

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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  • Change the bank’s name (formerly Thomas County Federal Bank) and update its outdated brand with a modern aesthetic 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


  • 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

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