Formerly known as Community Trust Bank, Origin Bank serves locations in Louisiana, Mississippi and Texas. As their partnersince 2013, Zehnder has helped guide them through the name change, a website rebuild, multiple campaigns and forays into social media, content marketing, SEO, and more.
Toward the end of 2017, they approached us about creating a new campaign focused on the true significance of relationships in banking.
These days, most banks are trying to capitalize on automated systems. Continual improvements in technology for efficiency and convenience have many people speculating as to whether brick-and-mortar banks will soon be going the way of the dinosaur. Well, we’re here to tell you that rumors of this demise are greatly exaggerated.
New research has confirmed that more than half of all consumers, including Millennials, have visited a branch recently and prefer to engage by interacting with bankers versus solely digital. Origin has certainly kept ahead of the curve when it comes to the latest advancements. However, personal service has been part of their fabric dating back more than 100 years.
To help reinforce this, we conceived the “Return on Relationships” campaign. We set out to spotlight genuine bonds that have been formed unexpectedly between real business customers and Origin bankers. Over the course of 6 months, we traveled around, filming unscripted conversations. These became a 28-part webisode series – featuring an eclectic assortment of characters including a famous chef, a custom handbag designer, and a woman who builds industrial tanks.
This was by no means your typical passive testimonial strategy. In addition to eye-catching print ads, we built data and behavior-driven landing pages. With the ultimate goal of lead generation for loans and deposits, the pages direct customers based on their levels of awareness, consideration, evaluation and decision.
Rather than invest in a costly TV buy, Zehnder’s paid media, public relations and social media teams have worked closely together, to help spread these stories to a highly targeted audience of small business and commercial clients.
To check out some of the work, see our case study. For more information about this campaign or Zehnder’s extensive banking experience, please reach out to Laura Gould at lgould@z-comm.com.
