Case Studies in Marketing

launching a new initiative

California General Bank
Creating a Successful Marketing Plan with the Team

Articulating the Value

California General Bank opened in March 2009, one of only two banks to open in the state of California in 2009 during the height of the recession and economic crisis. It was a time of bank bail-outs and financial uncertainty. California General Bank had a positive message in the midst of the mayhem: the Bank had no toxic assets, was a willing lender, and was one of the a very few small community banks providing personal service in the area. In short, they were everything that bigger banks were not.

Creating the Strategy

SAI responded to the urgent request at the bank opening for print ads and collaterals that delivered the new bank’s positive message. A few months later, when the bank was fully staffed and operational, SAI lead a group of stakeholders to create a strategic plan for business development. The group was composed of the CEO and Chairman of the bank, plus the business development team of senior management and branch relationship officers. Over a series of meetings, the group articulated their value proposition and created a 5-part plan for 2010 to realize their ambitious goals. SAI provided support and oversight for the plan’s implementation during the course of the year.

Realizing the Goal

Mid-way into the year, the plan is working and the team is empowered. Business relationship managers have forged niche areas of industry and location, where they have created a deeper visibility and recognition by businesses, and in turn, business leaders are seeking them out for financial support. The bank is well on its way of achieving their goal for earned assets in 2010, and recently bought a larger bank, Professional Business Bank with an expected merger by the end of the year.

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