LCNB
for Mabus Agency
LCNB had long been a banking stalwart in its native footprint of southwestern Ohio. They've earned their reputation of doing things right.
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Digital banking has leveled the playing field between mega banks and community banks. LCNB came to Mabus Agency for a brand refresh that could compete in bigger areas like Cincinnati, Akron, and Columbus.
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LCNB's most immediate need was a tagline.
Further Together
Tagline
At Mabus Agency, we started naming and tagline projects by brainstorming a mega list of 150 plausible options. Then we winnow them down to a final 3-5, which we then pitch to the client. Even from the beginning, I remember "Further Together" standing out at the top of my brainstorm list.
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When we pitched "Further Together" to the bank's C-suite, that tell-tale nod circulated around the table and confirmed my instinct. We'd found a winner.
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"Further Together" did everything LCNB needed it to. Not only did it capture their in-it-together spirit, it proved versatile enough to translate across various banking divisions like Mortgage, Commercial, and Wealth.
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To help LCNB roll out their new tagline and brand refresh, we built an internal microsite flexing our work. I wrote all the copy for that. You can peep that here.
In-Branch Materials
Brochures & Print
As a community bank, LCNB connects with customers when they come into its physical branches. With Further Together "in the bank," LCNB wanted to replace its hodge podge of third-party brochures and print materials with newly-branded Further Together assets.
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I wrote copy for all new brochures, crafting the copy in a way that educates about various products, captures the nitty-gritty stipulations, and communicates the broader benefit.
Business Banking Campaign
Client Testimonials, Commercials, Digital Ads
Ohio stands as a nexus for many heavy-duty industrial businesses from construction to manufacturing and beyond. LCNB wanted to put its new brand voice to work by highlighting a series of commercial clients.
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Each spotlight included a testimonial spotlight on LCNB's website, a commercial shoot, and a series of digital ads. This has been an ongoing campaign for LCNB over the past several years, and it keeps getting better.
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I wrote copy for the campaign's landing page, interviewed clients, prepped them for the commercial shoot, and wrote copy for the digital ads.
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You can check out the landing page and testimonials here. I wrote testimonials 1-4 and 8-12.
Motion Graphics & Video
Scripting
For the large part, the banking world is just now discovering the power of video and motion graphics as a medium to break the boring-bank mold.
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I scripted two motion graphics spots for LCNB — one internal spot to help roll out the new brand and one customer-facing spot to showcase LCNB's simple yet effective approach. I also scripted a stock footage commercial to address the onset of the 2020 COVID-19 pandemic.
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Click any video above to see the finished product.
3-For-Free
Campaign Copy
It's tough to promote a checking account. The differences between them are so granular, technical, and hard to parse that customers don't see how something so low-stakes can impact their finances.
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But LCNB had three accounts with a benefit that customers could actually understand — freebies.
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To be fair, Josh Mabus conceived "3-For Free," but "Let 3-dom Ring," the July 4th promo for the accounts, was all me. And I wrote the copy on the 3-For-Free landing page.
Wealth Campaign
Campaign Copy
LCNB's Wealth division is absolutely top-class, boasting a higher level of expertise and lower threshold for clients. Wealth, as an industry, is a bit traditional. We researched their client verticals and found that they tend to consume print industry magazines, so we ran an old-fashioned print campaign.
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The copy on these ads functions well as a set. It's a great illustration of how a brand isn't just a set of words, but a rhythm of words. For the audience, it's the perfect pitch of dry.
Further Together
With it's new brand arsenal, LCNB could communicate effectively with both old and new customers. LCNB continues to highlight its commercial clients and capture customers in new markets.