ReBranding Takes Cape Fear Bank Back in Time

When Bank of Wilmington changed its name to Cape Fear Bank, Talk leveraged the change to strengthen relationships with existing customers and stimulate growth in new market areas.

Expand growth opportunities beyond Wilmington. Assure Wilmington customers the bank would retain its community focus. Retain brand equity created with the Bank of Wilmington name. Strengthen reputation among existing and potential customers. Talk created a new logo that echoed Bank of Wilmington's flag motif with bigger, bolder flags in motion. The tagline "We Grow Together" connected the bank's growth to the continued growth and success of its customers. Talk created a campaign that evoked the good old days of the 1950s, assuring existing and prospective customers that although the name was changing, the bank's old-fashioned approach to customer service would never change. Print ads and billboards ran in primary media outlets throughout the Cape Fear region. Promotional materials included statement stuffers, teller signage and direct mail letters to customers. Talk publicized the new name to all local and regional media. Since the name change took effect in late 2005, the bank opened four new locations in three years. The name change was well received by existing and prospective customers. The nostalgic ad campaign generated significant word-of-mouth and buzz in the Greater Wilmington community.