About Keystone Bank
Keystone Bank, one of the fastest-growing regional banks in Texas, leads the community banking industry in Austin with a maverick and entrepreneurial approach that truly puts the client first. Since opening their doors in 2018, they now have three different branches in Central Texas and continue to experience rapid growth year after year. For the past six years, Keystone Bank has been a valued partner of Zilker Media. We have collaborated with Keystone on investor relations, customer communication strategy, social media, and press opportunities. Their primary objective was to achieve substantial deposit growth. Recognizing the importance of their goal, we formulated a comprehensive advertising strategy that blended the power of targeted Facebook advertising with localized print campaigns. Additionally, we led the creative direction of the brand. In 2023, we focused our efforts on a visual refresh that better reflected Keystone’s target customer base to expand our reach and elevate the brand perception.
The Challenges
New Avenues for Deposit Growth
As we zeroed in on our goals for 2023 and looked ahead at 2024, increasing deposit growth was one of Keystone’s top priorities. As a trusted partner, our team understood that traditional growth strategies might not be sufficient in the digital age. We recognized that targeted advertising was crucial to reaching the right audience with an impactful message and driving the desired results.
The Solution
Strategic Targeted Advertising
To address the deposit growth challenge effectively, our team proposed a solution centered around targeted advertising and a visual refresh. We understood the power of harnessing digital and print mediums and the crucial need for an elevated look and feel to amplify Keystone Bank’s message and maximize customer engagement.
Services Provided
Over the past 6 years, Zilker Media has partnered with Keystone Bank on the following:
- Brand creation and ongoing design for all direct mail, print and digital ads
- Creation of internal and external forms and guides
- Large format signage like drive-thru signage and billboards
- Brand refresh
- Credit and debit card design
- Deposit growth ad campaign
- Strategy for key product rollouts and messaging
- Brand positioning
- PPP Loan campaign
- Email marketing campaigns for capital raises
- Investor relations
- Marketing of their philanthropic arm Keystone Cares
- Ongoing social media support
- Creation, design and implementation of all email marketing
- Strategy, communication, design and logo creation, guest support and social media for their podcast Banking on Community
- PR efforts for local community events and strategic hires ex: groundbreaking and launch of their new branch in Bee Cave, acquisitions, hiring announcement placements
The Execution
Enhance Keystone Bank’s Brand Perception
Zilker Media embarked on launching a targeted advertising campaign on Facebook, while simultaneously conducting the brand refresh to further reflect the high-end presence of Keystone Bank to reach individuals who aligned with Keystone Bank’s ideal customer profile. Keystone Bank offers a best-in-class experience, but the visuals didn’t reflect the level of service and target customer at that time. With the build of their new HQ in Bee Cave, Texas, they were looking to appeal to their target audience of entrepreneurs, business owners, and founders. Our team took a meticulous approach to developing a fresh brand design, compelling messaging and creative assets that resonated with the target audience, inspiring action, and driving conversions. Our team worked side-by-side with Keystone to attract these high-end customers and bridge the gap between their established branding and the future of Keystone Bank.
In parallel, we executed a localized print advertising campaign to complement the digital efforts. By leveraging the trust and credibility associated with traditional print media, we aimed to enhance Keystone Bank’s overall brand perception and solidify their position as an authority in the local banking sector.
Throughout the campaign, our team closely monitored the performance of both the digital and print components, making data-driven adjustments along the way to optimize targeting, messaging, and creative assets. This iterative approach ensured that every advertising dollar was well spent, driving the most impactful results for Keystone Bank.
The Results
$3.7 Million in Deposit Growth
Over the course of three quarters, the targeted advertising campaigns devised by Zilker Media led to Keystone Bank achieving exceptional deposit growth results. The coordinated Facebook and print campaigns generated an impressive $3.7 million in deposits to date, effectively surpassing the initial goal set by Keystone Bank. During the bank’s construction of its custom-built headquarters, the design seamlessly integrated elements from the brand’s refresh. Every aspect of the new building was meticulously crafted with this state-of-the-art location in mind, ensuring a cohesive embodiment of the brand’s new innovative vision.
