Banking on Big Ideas: Growing Worthington National Bank Through Strategic Marketing
When Worthington National Bank needed help launching its fifth location in Fort Worth’s prestigious Clearfork development, they turned to J.O. Agency for a full-scale, strategic marketing partnership. With less than a year before groundbreaking, J.O. not only met the challenge — we exceeded expectations through PR, digital marketing, event planning, and creative advertising campaigns.
J.O.’s Strategic Vision
- Develop and execute a comprehensive marketing plan to promote the Clearfork branch
- Build awareness with both commercial and consumer audiences ahead of and during the grand opening
- Use creative tactics to position Worthington National Bank as a trusted, community-driven institution
- Leverage the Clearfork opening as a springboard for long-term account growth and brand loyalty
J.O.’s Marketing & PR Approach
J.O. executed a comprehensive launch strategy that built awareness across multiple audiences while establishing long-term brand presence in the community. The team:
- Conducted local and national PR outreach to generate earned media coverage
- Created targeted direct mail featuring vintage-style Polaroid imagery emphasizing community and personal service
- Built custom landing pages supported by email marketing and digital advertising for lead generation
- Planned and executed three tailored open house events for commercial, consumer, and stakeholder audiences
- Distributed strategic press releases for pre-opening buzz and grand opening announcement
- Supported ongoing brand growth with creative seasonal campaigns, including football-themed TCU collaboration
Blitzing the Competition: The Football Campaign
To engage the Fort Worth community during football season, J.O. transformed Worthington’s bankers into full-on football stars — from pinstripe suits to helmets and pads.
- Full creative photo shoot at TCU’s Amon G. Carter Stadium
- Billboards, posters, print ads, and stadium program placements with football-style messaging
- Custom “player trading cards” highlighting the bank’s leadership team with humorous, football-themed stats
- Engaging copy that translated traditional banking messages into high-energy football terms
- Planned and managed all aspects of the grand opening events
- Executed public relations efforts garnering significant local and national media coverage
- Developed direct mail, email, and digital advertising campaigns targeting local businesses and consumers
- Produced a memorable football-themed creative campaign supporting seasonal brand visibility
- Created consistent messaging across multiple platforms to reinforce Worthington National Bank’s community-first philosophy
IMPLEMENTATION
RESULTS & METRICS
- Eight media placements secured, reaching local and national audiences
- Opened 57 new accounts and established 38 customer relationships within six weeks of the grand opening
- Opened 549 new accounts between March and December 2017
- Exceeded loan goal by $7 million
- Football campaign success led to billboard re-use for a second season
- Multiple creative awards earned, including:
- 2007 Silver Addy
- 2010 Silver Addy for Non-Traditional Advertising
- 2011 Bronze Addy for Direct Marketing and Consumer/Trade Campaign
- 2016 Addy Special Judges’ Award for Outdoor Advertising
- 2018 PRSA Award of Achievement for Special Event/Observance Program
