SWBR helps Peoples Security Bank & Trust launch branding campaign

Peoples Security Bank & Trust billboard

With more than 100 years of history and a standing as the largest community bank headquartered in northeast Pennsylvania, Peoples Security Bank & Trust wanted to branch out — literally.

Opening new offices in the Lehigh Valley and Delaware Valley, Peoples Security sought to raise brand awareness in two vibrant regions littered with a variety of big banks and community banks. This is the type of challenge we love to take on.

After months of research, prep work and creative concepts, the integrated campaign launched in early May with print ads, billboards, digital ads, public relations and more.

PSBT BillboardIt’s our job — did I mention we love to do this? — to help Peoples Security establish a look and tone in its new regions as other financial institutions muscle for market share.

Media Mix

In addition to creative, Peoples Security turned to us to build and launch a strategic media buy. What good is creative if you’re not getting it in front of your audiences?

As such, the bank is incorporating a mix of print, digital and outdoor in 2017, with some other fun, impactful tactics planned, too.

PR Ups Bank Credibility

The third arm of the campaign — public relations — has started to establish Peoples Security in the larger Lehigh Valley community with press hits. For example, here’s an excerpt from The Morning Call, one of Pennsylvania’s largest and most well-respected newspapers, about small banks making big moves in the vibrant Lehigh Valley:

“Some of the changes you see in the banking environment are creating an opportunity for a bank our size to come in and have some reach to it,” Neal D. Koplin, Peoples Security’s executive vice president for the Lehigh Valley, said in August after purchasing the Emrick Boulevard building.

The moves could not be happening at a better time for customers, as smaller community banks compete for their business by expanding their presence, products or services.

Three years ago, Peoples Security didn’t have a local presence. Today, in addition to the Emrick Boulevard branch, it has another branch in Bethlehem, and later this year it will open a branch in west Allentown in a former National Penn and later BB&T branch.

Looking Forward

As you can see, lots going on. We’re honored to work with Peoples Security and we look forward to a successful year for the bank.



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Ernie Thomas



Advertising is in Ernie’s DNA as he’s a third-generation family member to join the business his late grandfather founded. With that pedigree comes an almost six sense of identifying the “it factor” needed to create campaigns that spark customers to action. Ernie (or ET) uses his outgoing personality to connect with clients to build strong collaborative relationships. He digs deep to uncover new opportunities that will make a measurable difference for each client’s business. A graduate of Eastern University and Saint Joseph’s University (MBA), he has the book smarts and experience to elevate brand communications with strategies that challenge the status quo. He’s always guiding Team SWBR toward the correct target audiences, smartest campaign messages, right digital channels and best traditional tactics suited to boost sales.

When he’s not working, Ernie enjoys spending time with his wife and daughter. He’s also an avid golfer still searching for his first hole-in-one.