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Doing “Local” Right with HomeTown Bank

Ahead of its 10th anniversary, HomeTown Bank wanted to take a look inward – assess its successes and identify opportunities to do better and strengthen its presence.

Its biggest competitor was merging with a big, out-of-state bank and HomeTown Bank wanted to find its authentic voice to attract and retain customers. It turned to Wallace360 to launch a major multichannel campaign that would solidify its presence as the best choice in the market.

Aligning employees & leadership

Wallace360 embarked on extensive research into HomeTown Bank that sought to arrive at the true “why” of the brand. In a market that is over-banked and in an industry that rarely evokes passion, we needed to find key connections and triggers that would leave people thinking, “I wouldn’t bank anywhere else.”

After speaking with 100% of bank employees and nearly 50 customers along with the customers of competitive banks as part of this discovery process, it became clear that intense localization was needed to help HomeTown Bank break through the noise and align employees and leadership in a shared vision that spoke from an authentic voice, born from the inside out.

Pictured above: Annual report

Helping the bank look inward birthed a brand promise and business paradigm that more accurately conveyed the bank’s core values of neighbors-helping-neighbors – where standards of respect and personal relationships trump treating customers like a “number,” and where the importance of community support and responsibility is recognized and valued.

Pictured above: Billboard and print ads

Educating local banking customers

We brought these tenets at the heart of HomeTown Bank to life in a new campaign – “How We Do Local.” Using a mix of traditional print and outdoor ads, Wallace360 helped HomeTown Bank educate consumers on how banking locally supports the local economy and showcased its role as the only truly local bank serving the Roanoke Valley. Visually, we modernized the brand and created an updated visual language, including an extensive set of original iconography that coincided with the bank’s unique offerings. We also developed strategic plans for internal alignment that would ensure this intense commitment to the local community rang true in everything the bank did.

Pictured above: New visual identity system
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