South Central Bank
Although South Central Bank (SCB) is located in a large metropolitan city, it best serves the niche markets of small businesses and tight-knit communities, which benefit from one-on-one personal banking. The design challenge was to reach a small yet diverse target audience in an accessible medium.
Direct mail was created to quickly capture small business owners' attention and provide education on bank services created to help them grow.
Newspapers, a free community resource, allowed SCB advertising to reach the tight-knit Chicago Chinatown community with clear offers to motivate community members to visit their local branch.