What competitive opportunities is Summit Bank
of Kansas City seizing to enhance core deposits
and to deepen customer relationships?
During 2008, Summit Bank of Kansas City strategically established a unique
brand supported by cohesive marketing campaigns that introduced the
Plus Relationship not-for-profit deposit program and our new “Lighthouse
Philosophy.” These campaigns utilized:
- Quarterly customer newsletters with staff profiles, new programs, current
events and progress updates.
- Shine the Light On outreach program that leveraged our relationships
with local not-for-profit groups using lobby displays, customized bank
products and community-wide events.
- Testimonial program with prominent customers highlighted each month
using high-quality lobby posters.
- Banking on Business program, which offers a unique focus on business
strategies, networking and special incentives for our commercial
customers.
In order to capitalize on our successful branding efforts and positive
momentum, we will continue our aggressive marketing in the coming year.
Additional competitive opportunities will be created through the existing
campaigns plus increased use of relatively inexpensive programs focused
around teller handouts, ATM signage, point-of-sale lobby advertising and bank
statement inserts.
A highlight in 2009 will be the consolidation of our various sponsorship activities
throughout the year into Summit Bank Week. This consolidation will provide
cost savings for the bank while we boost lobby traffic during the promotional
week and improve brand awareness. At the heart of all marketing activity will be
the goal of increasing core deposit growth and improving deposit retention by
building stronger customer relationships.
— Richard L. Viar, President