"Your call will be answered in the order it was received." Welcome to life with a mega bank. Whatever happened to personal service? Or handshakes? Is there a bank with a soul anymore? Yes. And the time was ripe for The Palmetto Bank to tell its story.
Client:
The Palmetto Bank, the fourth largest independent community bank in South Carolina.
Challenge:
Mega banks were (and still are) getting bigger and bigger. And their customers are getting angrier and angrier. At The Palmetto Bank, new leadership infused a new sense of purpose and energy that was grounded in superior customer service. The Palmetto Bank took business personally, and they wanted to share this enthusiasm and point-of-difference with their employees and their local communities. But how does a local, independently owned bank take on multi-billion dollar competitors?
Solution:
It helps to stand out when your message is truly unique. And when it's based in truth. The Palmetto Bank has been serving the Upstate of South Carolina since 1906, and they excel in customer service. Jackson Marketing Group worked with the bank to rebrand their marketing (top to bottom; inside and out) to reflect this unique brand in look, feel and tonality. It started with the creation of a new tagline—"You're worth knowing"—which was a battle cry that employees could rally behind and that bank customers would appreciate. (When's the last time your bank wanted to know you?) Once the strategic message and tagline was completed, JMG created a comprehensive media plan that would break through the clutter but also meet the budget of a local community bank.
Execution:
The execution of this new branding effort included assisting The Palmetto Bank in creating a new excitement among their employees on their continued commitment to customer service. The new campaign was launched in several media outlets such as television, radio, print and online ads, along with a comprehensive social media campaign. Soon, The Palmetto Bank's "superior customer service" message was spreading through South Carolina. And, to no big surprise, we discovered that bank customers throughout the state were hungry for a bank that treated them like real people and genuinely wanted to get to know them.
Solution Components: