In the dynamic landscape of finance, adaptability is critical to success. Peoples Security Bank & Trust, a cornerstone in the financial community, understood this well. They knew that building and maintaining relationships was about more than the best rates on loans, so they hired our team to help refresh their voice to both customers and prospects.
For PSBT, it was important to strike a positive, inviting tone. Yet at the same time we needed to find balance between how we communicated to experienced bankers and new customers just starting out in life. Connecting effectively with a customer base that spanned a wide range of ages required understanding each group’s needs. For example, a younger customer might be looking for a home loan to put down roots in the community while their long-term customers might be calculating if they have enough assets to retire with the lifestyle they want to maintain.
While our primary focus was to provide full-service resources, from strategic planning to creative services, we also offered guidance in redefining their brand identity, giving fresh life to their identity while preserving the essence of their tradition and logo. We accomplished this by creating an upbeat tone with vibrant design and through positive messaging. We rolled this out across all touchpoints that included an annual report, in-branch posters, take-ones, counter cards, flyers, postcards and through the bank’s mobile app.
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.
