As the only locally owned and directed bank in Baldwin County, Citizens’ Bank needed to elevate brand awareness in the community. Citizens’ requested that we conduct a formal review of current communications and outreach, and develop a plan for improving awareness of the company’s long-history, local roots, and their array of products and services. Frequently competing with larger chain banks who sought to communicate that Citizens’ delivered fewer services, it was essential that Citizens’ messaging clearly established their impressive portfolio of products and services — at rates rivaling larger chain banks serving the region.
...we built on the increased brand awareness with product specific advertising and web graphics.
We first worked to express Citizens’ unique role in the area. For consumers who wanted their banking decisions made locally, instead of in a distant call center, Citizens’ allowed them to “Bank Like a Local.” This powerful statement, paired with other messaging (“We’ve Been Here”), re-established Citizens' brand in the local market through print and digital advertising, as well as direct outreach materials. In year two, we built on the increased brand awareness with product specific advertising and web graphics.
Citizens Bank Logo Redraw
We've Been Here Ad Campaign
Bank Like a Local Ad Campaign