HomeTrust Bank

Reversing A Downward Trend

Challenge: This 7-year client had a 70-year history and was closing more accounts each month than it opened.

Solution: While there was a tremendous amount of competitive advertising in the area, no bank had a truly unique brand.  Therefore, we created one for HomeTrust with a friendly, welcoming and lighthearted approach in newspaper and radio.  A lovable spokesperson was created, who could talk about everything under the sun—from checking accounts offers to the bank’s famous cup of coffee.  Within two years, awareness had climbed 10 points and the bank was opening three times the number of accounts it had when we began our partnership. In addition, the bank doubled in assets over seven years of working together.

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