Citizens National Bank
Consumer Banking | Integrated Campaign
(Logo, Collateral, Advertising)
About the Client
Citizens National Bank, a subsidiary of Mercantile Bankshares, developed a program catering to the specific banking needs of Maryland-based small businesses.
Challenge
Brand and position the program to appeal to small companies.
Communicate the unique benefits of banking with a regional bank.
Use the program to introduce the full scope of Citizens' business and personal banking services to a new customer base and convert business banking customers to full-service banking customers.
Solution
Developed the program logo, brochures, in-bank posters, and displays.
Created and implemented a direct mail program highlighting the benefits of banking with a regional bank.
Designed and implemented direct mail campaigns to attract potential customers to the bank's booth at local chamber of commerce events.
Developed and implemented a low-cost, high-impact online and print advertising campaign in local chamber of commerce publications, newsletters, and directories.
Designed customized mailers for specialized banking verticals that positioned bank staff as experts in specific industries, (e.g., faith-based lending).
Outcome
The bank successfully enrolled 347 new small business customers since implementing the program.