Case Study: Security First Bank strengthens its brand across markets with HenkinSchultz

Security First Bank expands marketing across multiple markets with HenkinSchultz

Security First Bank, a bank with a strong presence in both small rural towns and larger cities, faced the challenge of maintaining a consistent brand identity while their emphasis on services like commercial banking and ag lending varied widely across their different markets. They partnered with HenkinSchultz, who identified that market research would be key to understanding their diverse customer base and developing an effective strategy.

HenkinSchultz conducted customer focus groups to understand the bank's unique appeal. The research revealed that Security First Bank was universally perceived as "the bank," whether it was the only local option or a personalized alternative to large corporate banks. Based on this insight, HenkinSchultz developed and launched the "We're the Bank" campaign, which was supported across radio, TV, outdoor, digital, and sponsorships. This strategy successfully embraced the bank's core identity and supported their continued growth across all markets.

Security First Bank