Carter Bank wanted to build on the momentum of its rebrand with marketing relevant to the unique communities it serves across Virginia and North Carolina. Each area has different needs, priorities, and product opportunities and the team needed a scalable way to understand local demand, deliver more relevant messaging, and measure performance by branch.
With Vericast, Carter Bank launched a hyperlocal campaign that used market intelligence, dynamic creative, and branch-level measurement to match the right products to the right local opportunities. Dynamic creative allowed scalable, branch-specific messaging with 40 initial ad creatives and approximately 120 total ad variations throughout the campaign.
The campaign maintained strong engagement for more than four months, and all nine participating branches contributed results, helping Carter Bank uncover meaningful market-level insights and expand from the original nine-branch campaign into a 30-market program.
Hear what Chrystal Parnell, Chief Marketing and Communications Officer at Carter Bank, had to say about the campaign’s success.
Carter Bank proved that a community bank does not have to choose between personalization and scale. With the right data, automation, and measurement framework, it can deliver both—market by market.
Jenni Pleasant, Product Marketing Manager at Carter Bank, shares her perspective on working with Vericast’s Hyperlocal team and marketing solution.
Ready to make your marketing more locally relevant?
See how Vericast Hyperlocal can help your financial institution identify local opportunity, deliver more relevant campaigns, and measure business impact at the branch level. Contact us to set up a complimentary evaluation.
