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

Services Provided

No items found.

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  • Change the bank’s name (formerly Thomas County Federal Bank) and update its outdated brand with a modern aesthetic 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

Other projects you may be interested in