Overview
Founded in 1958, Skagit State Bank has twelve offices serving three Washington counties - Skagit, Whatcom, and Snohomish. Skagit State Bank provides full-service banking and banking products for individuals and businesses, including checking and savings accounts, credit cards, TCD's, and multiple business and consumer loans. Skagit State Bank has twelve offices in eight cities: Anacortes, Arlington, Bellingham, Burlington, Lynden, Mount Vernon, Sedro-Woolley, and Stanwood.
The Challenge
In a normally conservative industry, Skagit State Bank looked to differentiate itself from local and national competing banks, while emphasizing its up-to-date technology and multitude of banking products. Skagit State Bank came to BrandQuery looking for us to help them inform local consumers and potential banking customers about their products and services as well as to help them differentiate themselves from other financial institutions.
The Solution
Through strategy sessions, we have created innovative quarterly campaigns to emphasize Skagit State Bank's service and products. The campaigns include strong imagery and messaging aligned with the Skagit State Bank brand. Campaigns are implemented in print (newspaper), online (interactive flash advertising and on the Skagit State Bank website), and as point-of-purchase displays in the bank's various offices (branches) throughout Skagit, Whatcom, and Snohomish counties.
While working on the campaigns we have also been updating the bank's marketing materials and, during their 50th anniversary year, created a commemorative brochure featuring long-time customers, shareholders and employees as well as highlighting all offices.
Results
Each quarter we implement a new campaign for Skagit State Bank. Messaging and imagery spans multiple products and always speaks true to the Skagit State Bank brand. BrandQuery's first Home Equity Loan campaign for Skagit State Bank produced three times the number of applications compared with previous campaigns produced elsewhere. Most recently, we developed a credit card campaign where twice the number of applications were received, again over a similar period during a campaign.
BrandQuery has helped the Skagit State Bank brand evolve. Many of their camapigns now feature the bank's hero - the bald eagle - while all champion their "local. independent. proud." tagline, building upon their icon of strength.