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