Case Study: Texas Bank and Trust
Texas Bank and Trust
Locations: East Texas Region
::Background::
Texas Bank and Trust, the 2nd largest independent community bank in Texas with the primary customer share in their banking market, has been providing the finest quality banking products and financial services in the region for over 50 years. Texas Bank and Trust was Encore Multimedia's second customer and they have been a valued friend and business partner for over fifteen years.
::Issue::
In recent years, approximately ten competing banking facilities have opened local offices in Texas Bank and Trust's primary market area.
::Strategy::
The threat of these additional competing facilities required special attention when developing a new campaign for Texas Bank and Trust. In celebration of it's 50th year in business, Encore Multimedia recommended and implemented a multifaceted television campaign to highlight how Texas Bank and Trust has helped build the community through banking services and products, and through it's employee's community service. Seven television commercials were produced in which bank customers offered brief testimonials and congratulations to the bank for their friendship, loyalty, and assistance in building lives and businesses. These spots, filled with sentiment and humor, were touching tributes to the success of Texas Bank and Trust.
::Results::
Since this campaign was comprised mainly of image ads illustrating the goodwill the bank brought to the region, and there were no specific products or services being promoted, the results cannot be quantified with numbers but simply qualified through feedback. The 50th Anniversary campaign raised the level of awareness and appreciation for the bank's contributions, and even though competition in their market increased, Texas Bank and Trust did not lose any of its market share. In addition, bank officials said that in their fifty-year history, this campaign brought in the largest volume of positive comments and renewed commitment to the bank than anything that had ever been done in the past.