Financial services: Suncrest Bank
Challenge
Suncrest Bank is a community business bank based in Central California with seven branches; it was recently acquired by Citizens' Business Bank. Prior to the acquisition, we were the agency of record for nearly a year. Suncrest often grappled with positioning and brand awareness, as it was one of a dozen business banks in the area. Proper positioning was paramount to its stakeholders. Suncrest did a terrific job of providing access to capital for small and medium size businesses. So all of our communications focused on what Suncrest made possible for the community and the clients they served.
Solution
The 2020 annual report, for example, focused on Suncrest's deep relationships clients and the community. The editorial pages touted Suncrest's ability to lend money quickly to help businesses in the community thrive. We featured well-known businesses in the area, like Fresno Chafee Zoo and Quesadilla Gorilla. We created a series of case studies Suncrest bankers could send to existing and current clients.
Results
Loans increased by 27% and assets improved in 2021.
The Miller Group
The Miller Group is a Los Angeles based, woman-owned, culturally diverse marketing/branding/ad agency founded in 1990. The award-winning marketing/branding/ad agency was founded in 1990, with a 32-year history steeped in not-for-profit marketing and brand reinvigoration. Experienced in B2C and B2B communications.
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