CITIZENS
BANK
THE CHALLENGE.
A handful of national mega-banks essentially own the world of fiduciary services. In this environment, it’s hard for a small bank to get noticed.
Time and again, Citizens had attempted going toe-to-toe with the big banks and failed.
Founded in the midst of the Great Depression, Citizens is a locally owned, fiercely independent bank in Mooresville, Indiana. With just $431 million in assets, Citizens struggled to compete against larger banks who could offer a wider range of services and technology.
The Solution.
After studying the bank, its offerings, and its customers, we recommended a new course of action. We advised Citizens to stop apologizing for being small and start embracing it. After all, that was the obvious way to differentiate them from banks they were losing market share to.
We defined their differentiation with key brand pillars: Heritage, Locality, and Independence.
Then, we leveraged those pillars to create materials that celebrated the bank’s local roots and attention to personal service. The package didn’t feel bank-like. Rather, we strove to embrace small-town charm and Hoosier common sense.
The Results.
As it turns out, most people don’t love big banks. They simply default to using them because there are no viable alternatives. Make yourself a viable alternative, and the customers will come.
In the first year of their rebrand, Citizens exceeded net income goals by 32%. Savings account signups also quadrupled.
The Deliverables.
Brand Development/
Positioning
Marketing Strategy
Direct Mail
Signage
Collateral
Point of Purchase
Paid Media (Outdoor, Radio, Print)
Environmental Design
