The Sage Capital Bank Client Story

Strategy:

American National Bank determined that there were simply too many banks with some variation of “American” in their name. Additionally, it hampered their desire to expand and grow into larger and more sophisticated markets. The first step in the process was to develop the organization’s new name and brand identity as Sage Capital Bank.

Execution:

Created and managed all aspects of brand development including the brand management through all touch points while maintaining the integrity of key messages. Developed “Financial Wisdom. Texas Roots.” as the brand message to capitalize on a dual concept of Sage as wisdom and as a hardy and resilient plant indigenous to Texas. This created a strong message to customers in tough economic times, and in light of numerous bank failings and mismanagement scandals.

• Developed brand strategy and language to communicate core values that aligned with the core values of the community they served: Trust; Resilience; Continuity; Community, and Sustainability.

Visually, core values were expressed symbolically by photographs of hands that reflected those values and connected emotionally to the communities.

• Created advertising campaign, website, on-hold messaging, radio spots, digital media, and all marketing materials to position the name change to better reflect those Texas values and Texas roots.
  Produced all initial brand efforts for rollout in less than four months including managing construction of new signage at all locations.
• Developed and executed strategy for communicating the new brand and name change to shareholders, employees and customers including brand positioning video presented to all audiences. Conducted employee and public town hall Q&A sessions at all branches.
• Managed all individual banks’ marketing efforts to align with overall brand strategy. Handled all media relations as key point of contact for the bank group, and garnered multiple articles in business publications recognizing Sage Capital Bank’s successful re-launch and growth strategy in a tenuous banking climate.
  Successfully launched new banking centers in New Braunfels and Shiner, Texas.
• Managed all subsequent communication projects involving branch openings, introduction of key personnel, and new or enhanced product/service offerings.

Results:

SCB weathered the storm and continues to prosper in better economic times. Growth continues at a 30-40% rate and expansion plans are continuing.