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Strengthening a Community Bank’s Local Ties

The Challenge:

Canyon Community Bank in Tucson, AZ recognizes the importance of customer service as their primary competitive point of difference versus national and regional banking institutions. Canyon customers knew that the bank really did treat customers differently than other banks. But the general public was unaware of Canyon’s local commitment and their excellent customer service.

CCB ad 96

The Solution:

NorthStar Strategies made Customer Recognition the foundational strategy of the marketing campaign. Local residents and small business owners were featured in ads and commercials talking about how Canyon helped them when no other bank would.

The culmination of this approach was a Customer Appreciation Party hosted in the main branch parking lot to thank customers for their business. Senior management was on hand to flip burgers and socialize with customers.


The Results:

The use of customers with real problems and Canyon Community Bank solutions was a unique approach. These advertising and marketing activities were able to change perceptions in the local marketplace. The Customer Appreciation event was so noteworthy it drew coverage from local newspapers and TV stations.



Smart Words

"Marketing isn't magic.  There is a science to it."

Dan Zarrella, Social Media Scientist, Hubspot