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Strategy / Creative / Technology

Evolving a Historic Bank Brand Into the Digital Age

Transforming the brand and digital presence of American National Bank of Texas

A comprehensive digital strategy and brand update transformed American National Bank of Texas (ANBTX) while celebrating its 140-year roots in the communities it serves. The brand relaunch, new website and integrated social media launch substantially increased organic site traffic while moving the bank into the crucial B2C and B2B social spaces. Results included a notable decrease in page load times and increases across social media channels.

Keeping the bank’s Texas roots top of mind, we leveraged digital to deliver vastly improved online experiences, connect the bank with its younger customers and celebrate its stellar customer service and lifelong patrons.

  • Comprehensive digital and branding strategy
  • New brand look and feel and comprehensive usage guidelines
  • New website with intuitive user experience
  • Launch of social media channels
  • Ongoing social media and site management

A comprehensive set of deliverables included strategy, branding, website, social media, in-store signage, printed collaterals, search engine optimization, new brand standards guide and ongoing SEO and social media support. The refreshed brand and its comprehensive marketing rollout demonstrates the bank’s commitment to its communities. ANBTX completed company-wide brand training sessions to educate their employees on how to reflect the new brand voice when engaging with customers.

 

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Some numbers

  • Between Jan 2014 and Dec 2015, the ANBTX website had a 23% increase in new visitors
  • The site has received more than 1 million hits by way of organic traffic
  • With maintenance efficiencies, the average page load time decreased 16.21%
  • Facebook likes grew 71%
  • Twitter impressions increased 47% and profile visits grew 28%

Strategy

Imaginuity developed a robust digital strategy to increase ANBTX brand awareness for its target audience in the booming North Texas marketplace. To position the brand as a progressive, trusted leader in the banking industry, we needed to delve deeper into what differentiated ANBTX from its competitors. After more than 70 stakeholder interviews with ANBTX key decision makers and customers, we uncovered a key piece of their business came from customers who are lifetime partners and patrons of the bank. To this end, Imaginuity developed a new brand message: Your Bank. For Life. This directed our efforts in developing the marketing campaign and website, effectively rebranding and relaunching ANBTX.

Creative

Our creative has centered on the “Your Bank. For Life.” message, which highlights ANBTX’s rich history and experience in North Texas, as well as its commitment to serving customers at each stage of life. From opening your first checking account to applying for a home loan or planning for your retirement, ANBTX will be there every step of the way. Since the initial rebranding, we have run diverse product-focused and branded campaigns for the bank, helping to ensure its visibility in the marketplace and effectively position itself as a trusted financial resource.

Technology

Designing and building an intuitive website was essential in reinforcing ANBTX branding. Additionally, we had to ensure the new responsive site remained compliant with federal law so confidential data was not compromised. To this end, our development team worked diligently to seamlessly connect the content management system to ANBTX’s third party systems. Outside of the build of the current website, Imaginuity performs regular maintenance by updating the image assets and content in the ANBTX content management system.

Analytics + Reporting

Our SEO team successfully optimized ANBTX local search marketing by claiming, certifying and optimizing local listings (e.g., Google My Business) for each branch. We consistently monitor reporting software to ensure ANBTX information is up-to-date on all engines to provide customers with accurate search and location results.

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