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Main Street Bank
CHALLENGE: Position Wheeling's first new bank in 29 years into a
multi-player banking market as a qualified, safe and legitimate financial
institution. We had to make the audience believe this was a "real" bank with
great small-town service and entice the public to borrow and deposit with
them.
STRATEGY: Define and capitalize on the distinction of local owners and
decision makers. To position the bank as the best of traditional Main Street
American service.
EXECUTION: Develop an integrated plan that included community relations,
public relations, event planning and coordination and a mass media campaign.
Through television, radio, outdoor, print and direct mail we used real
people to tell us how pleased they were with this new institution and that
they considered this
a "good" bank.
RESULTS: In the first year, Main Street Bank has gone from zero to $54
million in deposits. We helped them sell $5 million in stock. Their
successful loan portfolio has grown above expectations. Main Street Bank has
become a prominent part of the Wheeling business community.
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1618 Jacob St., Wheeling, WV 26003