Centreville Bank
How do you turn up the volume on a quiet success?
This 190-year-old bank — one of the best-capitalized in the U.S — was a well-kept secret. Management wanted to better understand the bank’s status in the marketplace and raise its profile to compete more successfully.
Focus group research told us that individuals and businesses prefer to work with a bank that delivers what they want the way they want it. Turns out that’s exactly how Centreville Bank operates. So we developed “banking the way you want” messaging to encourage potential customers to choose Centreville. To make the messages ring true, we invited the bank’s existing customers to share their stories of banking with Centreville — and many were happy to do so.
The bank grew loans, deposits, and overall assets — with a significant 57% jump in its commercial loans (a key product line and focus of the campaign). The then chairman/CEO said the campaign put the bank on an even playing field with its competition.
TV spots gave a contemporary personality to the 190-year-old bank, and educated viewers about its thoroughly modern products and services.
TV spots gave a contemporary personality to the 190-year-old bank, and educated viewers about its thoroughly modern products and services.
Outdoor provided a great opportunity to promote specific products.
Outdoor provided a great opportunity to promote specific products.
Ads featuring real customers helped position the bank as the lender that knows what works for local businesses.
Ads featuring real customers helped position the bank as the lender that knows what works for local businesses.