Could you share any evidence that would demonstrate productivity, quality of work, or the impact of the engagement?
For two consecutive years, we have been awarded Best Bank by the Reader's Choice Myrtle Beach Herald, and in the fall of 2016, the Charleston Post & Courier Readers Choice # 1 community bank. Without the Brandon Agency's expertise in branding, PR, social media and advertising strategies, we would not be recognized in our communities to the extent we are. It is a twofold compliment to the Brandon Agency for creating opportunities through their executions and CresCom Bank for our ability to deliver the experience the client values once the relationship opportunity is created.
How did The Brandon Agency perform from a project management standpoint?
We have an account representative that manages the daily tasks of our relationship. We have a monthly meeting that she oversees and Scott and his team participates in. We have four people internally within the bank that are on our marketing committee. In the fall, we set the objectives for the coming year as a group with everyone’s input to make sure we’re on the right track. In the next meeting, The Brandon Agency comes back with suggestions on where we might consider investing the next year. They develop a plan which includes the creative material and executions, and we use that to execute our advertising and marketing through the next year. We’ve been doing this together for 17 years, and have grown together, so our process has become very efficient.
What did you find most impressive about The Brandon Agency?
We looked at several checking account acquisitions companies to help us with the acquisition project. The Brandon Agency suggested we use someone else because that was not part of their expertise. This acquisition strategy allows us to grow households. When we get a customer’s checking account, we consider that we’re part of their household. That allows us to gather other pieces of their financial lives and provide more services. We invest $600,000 a year with this other partner. The value of that to me from The Brandon Agency’s perspective is they understand what they’re good at and they not only will help you leverage that for your benefit, but they also won’t take you down a path where they don’t feel they can provide value.
Are there any areas The Brandon Agency could improve?
For me, with marketing investments, the return on investment is often difficult to quantify. As a banker, we like to see black and white results. For instance, in our industry, if you place a certificate of deposit advertisement and hit the right rate and term, you can see the increase in dollars timely. In contrast, you can't really quantify a lot of the branding work. I don’t know how they can improve in that respect, but it's something that would be of greater value. We would benefit from having measurements for our executions and seeing the direct results.