Being The Bank
Getting to The Roots
Security First Bank has long been on the move, growing, innovating and adding service lines, all while aiming to stay true to their roots. When they approached HenkinSchultz, both client and agency knew market research was going to be a key element to their marketing moving forward.
The Challenge
Different Emphasis By Market
With longstanding rural roots in small Nebraska towns like Hay Springs and Cody, Security First Bank also had a presence in larger cities like Rapid City and Lincoln, and other towns in between. While they each operated with the same commitment, the emphasis on commercial banking, ag lending and personal banking varied widely by location.
The Strategy
Talk to the Customers
By conducting several customer focus groups across the communities of Security First Bank, HS set out to truly understand what made the bank unique and why it appealed to such a varied group. In many communities, it was simply “the bank”, the only place to do your business, grab a coffee or get a sponsor for the local sports team. In their larger communities, they were a strong presence still trying to give the personal touch the big corporate banks simply couldn’t deliver.
The Results
Embrace “the Bank”
Our research determined there was power in being the bank, whether it was the only one on main street or one that had the confidence to say this is your only real choice in competition with larger ones. HS launched “We’re the Bank” to highlight both. As we continue to evolve that campaign in more customer benefitting ways, HS continues to develop radio, TV, outdoor, digital, sponsorships and more to support their ever-growing footprint.
