Heritage Bank

An integrated PR campaign stakes a claim to “loyalty.”

The Challenge

Heritage Bank needed to refresh its brand identity and positioning to set the stage for growth in an increasingly competitive market environment. This community bank’s past success was primarily attributed to a key leader who had moved on to new pursuits; in the meantime, the area experienced an influx of new banks and financial institutions. Simultaneously, technology was giving customers a variety of alternate banking options. Heritage Bank’s prominence, visibility and profits were declining in this challenging environment.

PR Strategy

We devised a plan to gain attention and create “noise” in the marketplace about Heritage Bank—without a major capital outlay. We sought to do something new and different, enhancing but not changing the brand equity that Heritage had built over the years.

A PR campaign was devised, positioning Heritage as the leader in banking loyalty—a distinction no bank in the area “owned.” At the center of the campaign was a new mascot, “Harry” (for “Heritage”) the dog, as dogs are, of course, ever-loyal companions.

Harry was unleashed at community events, bank branches and schools. A flagship partnership was developed with the local Humane Society, and an annual 5K walk for humans and their canine friends—the Harry Hustle—was developed to benefit that organization.

Results

Harry became the face—the mascot, the friendly image—of Heritage Bank in the community.

The first Harry Hustle enjoyed more than 200 participants and raised more than $5,000 for the local Humane Society, generating a good volume of positive local media coverage.

The bank’s reinvigorated success led to its favorable purchase by First Community Bank not long after the campaign began to pay dividends.