First National Bank of Mount Dora
Community bank since 1925
First National Bank of Mount Dora (“First National”) is a trusted community bank that has been serving the financial needs of local area businesses and residents since 1925.
Over the years and throughout national economic ups and downs – beginning with the Great Depression through present day recessions – First National has been there for the people of Lake County whom they consider not just customers, but also neighbors and friends.
As First National grew and evolved, they recognized the need to update and modernize their branding to better communicate that they’re a full-service banking institution that offers the same financial products and technology-driven conveniences (i.e. online banking, mobile deposit, bill pay) as large, chain banks.
First National brought us in to address the inherent challenge of updating its image while continuing to put forth its rich tradition and core principle of community first – a trustworthy place where experienced bankers know customers’ names and are genuinely interested in providing the best solutions for their business and/or personal needs.
After an in-depth analysis of customer sentiment, it was obvious that First National’s brand has a strong identity within the community and among the customers it serves, so we made the recommendation to not move forward with a full rebranding. Instead, we developed a new brand guide that identified, unified and formalized fonts, color palette and layouts to be used in overall marketing efforts. We also created custom icon sets for each service line, delivering a cleaner, contemporary look that still speaks to its traditional values.
Once the creative direction was established, we developed advertising and marketing campaigns and assets, including website landing pages, social media advertisements, radio advertisements, and online videos. We also developed internal messaging to help leverage the bank’s most important asset – its employees – for effective brand advocacy.
First National’s core messaging is that it offers the same products as large, impersonal, chain banks do, with a critical difference: customers receive advice and service from experienced, local bankers who know them personally and take the time to understand their unique goals and needs. It’s a hometown bank with a legacy of excellent, personalized service that, thanks to its size and deep roots within the community, is better able to quickly respond to customer needs.
Internal communication strategy
We developed messaging for First National’s president to communicate to team members during monthly meetings. The content in the internal communications plan closely resembles that of the external marketing efforts and is aimed at creating an internal culture that mirrors the core value of community, while at the same time continually spotlighting all of the modern conveniences, products and services the bank also offers. This naturally empowers employees to become strong brand advocates and ambassadors who provide to customers and the community at large supportive, authentic, friendly interactions.
To help support brand awareness and recall, we created several long form videos that shine a spotlight on both First National’s products and also on the community which it serves. The videos showcase the bank as a modern, technologically savvy institution that prides itself on its decades-long commitment to the area and its authentic, long-term working relationships with a variety of customers. To encourage user engagement and interaction, we created shareable clips for social posts and ads.