After an extensive search process for a marketing partner, Centennial Bank awarded Cranford Johnson Robinson Woods its account in late March 2011, to communicate Centennial Bank's story to current and prospective customers. The bank had not mounted a comprehensive advertising campaign in over 18 months, instead choosing to focus on bank acquisitions. The CJRW team immediately went to work to develop and produce a multi-media campaign targeting Arkansas, the Florida Panhandle, Orlando and the Florida Keys.
During our initial discussions with each individual Centennial market, one thing became apparent – Centennial is a strong community bank. The bankers are very engaged with customers through community service and making decisions on a local level. Centennial's product line offers customers the convenience of always having access to their bank or personal banker whether in a branch, online or on a mobile phone. Centennial Bank makes every effort to be available for customers leading CJRW to develop the new branding tagline "Banking That Comes To You."
The new campaign, which launched in June, takes a multi-channel approach consisting of TV, newspaper, magazine, radio, outdoor, online and social media. The strategic partnership between Centennial Bank and CJRW grows stronger as the results are measured and the positive return on investment develops. Even though we're still in the early phase of the campaign, we've already seen results. The number of new accounts has increased 4.5% overall, and the Little Rock market has experienced an 11% growth. Centennial Bank's brand is being recognized more than ever and its reputation for community commitment remains strong. The campaign's success marks the beginning of a strong partnership between CJRW and Centennial Bank.