THE CHALLENGE.
Since the day it opened in 2003, Community First Bank of Indiana had operated almost exclusively in Kokomo/Howard County. On their home turf, they enjoyed a lucrative following of consumer and commercial clients.
But there was a problem. CFB was unable to translate their homefield success into new-market growth. Branches in Carmel, Westfield, and Noblesville weren't performing as hoped.
Our job was to re-introduce CFB in a way that resonated with new audiences—without alienating existing customers—to get growth back on track.
THE SOLUTION.
Our recommendation came in the form of three directives:
1. Advertise. After all, people won't choose you if they don't know about you.
2. Build Genuine Relationships. Don't chase customers with gimmicks and promotions.
3. Choose Actions Over Words. Don't just talk about community involvement. Get out there and live it.
These recommendations became foundation for CFB's "Highly Un-Bank-Like" campaign. Rather than relying on tired bank jargon and cliches, we employed a refreshingly human style. We even used to CFB's marketing dollars to promote their clients, rather than themselves. How highly un-bank-like is that?
Through a thoughtful mix of traditional, social, and guerilla channels, we told the story of a bank that felt truly different than the competition.
THE RESULTS.
New accounts, total assets, and brand recognition are all up. CFB isn't merely existing in new markets—they're truly thriving.
