client profile: South Atlantic Bank formed as a commercial bank in the Myrtle Beach market in 2007 and offers a broad range of banking products and services including consumer loans and lines of credit, commercial and business loans and lines of credit, residential and commercial real estate loans, and construction loans. The bank was organized by an experienced leadership team of bankers with extensive market experience. The bank opened one operating location with aggressive plans for growth and expansion.

the challenge: The Myrtle Beach market is heavily saturated with existing banking offerings ranging from local/regional community banks as well as a number of larger, national banks. As a new bank, South Atlantic Bank faced an immediate challenge of establishing brand awareness and footprint in a crowded, highly competitive market.

the plan: Collins + Company created an integrated marketing/branding campaign to raise awareness of the bank and it’s people, differentiate the bank from the competition and establish the brand as a premier area bank. The integrated marketing campaign included a brand identity and marketing planning, public/community relations and event planning, print and radio advertising.

the result: The integrated marketing/branding campaign successfully established South Atlantic Bank as a major player with extensive brand recognition in a previously crowded market. The bank opened a new south-end branch location and recently moved the original temporary branch location into a new building.