Client: First Bank Corporation
Location: Fort Smith, Arkansas
Situation: In 1989, First Bank Corporation was formed as the parent holding company of First National Bank of Fort Smith. Since that time, National Bank of Sallisaw, Citizens Bank & Trust in Van Buren, Brown/Hiller/Clark Insurance & Financial Services and the Bank of Rogers have been added to the financial family of First Bank Corp.
Challenge: As each entity was added to the First Bank Corp financial family, it became more of a challenge to educate and raise public awareness of First Bank Corporation. Who is First Bank Corp? What banks belong to First Bank Corp? How can this be beneficial to the customers and potential customers of eastern Oklahoma and western Arkansas? The challenge of branding four banks and an insurance company each with their own logo created opportunity to raise brand awareness and increase brand value.
Solution: Williams/Crawford produced a: 30 television spot that involved the senior management of each entity. Recognizable figures from each organization entered the spot one team at a time as the copy explained the relationship of FBC and their latest addition to the family. It showcased the advantages of customers banking with FBC, including innovative products, the network of banks customers had access to and the convenience of the large number of ATMs available.
As part of the campaign, print ads were also produced and placed in local area outlets. It featured a map of the locations and ATM's and was accompanied with a color legend for clarification to reinforce the organization's competitive edge in the market area.
Results: Results ranged from a higher level of perception about First Bank Corporation throughout the region to an increased number of deposits and new accounts during the time the campaign was in the marketplace. It worked to raise awareness of the addition of the Bank of Rogers into the FBC financial family and helped to continue the raising overall awareness of First Bank Corp – what is it, who belongs to it and customer advantages of First Bank Corporation.
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