At a time when people were still reeling from the economic downturn, a trust company chose to invest in its brand with a new integrated campaign that focused on its best attributes: solid and sound investment strategies.

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Who

In 2011, Sabal Trust Company, Florida's largest employee-owned trust company, hired CAP Brand Marketing to develop a new brand campaign during a time when consumers were still fearful of their financial futures.

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What

The branding campaign covered three major media platforms: broadcast, print and web, and featured original black and white images of Florida’s coastal areas. These images of Florida's enduring landscapes emphasized the long-term financial strategy that Sabal Trust provides for its customers. From research and concept creation to design and implementation, I managed the project within the agency and was the primary project contact for the client. 

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So What?

At the center of the campaign are the broadcast and print ads that were featured in financial news outlets, regional magazines and on local TV stations. Following the launch of the print and broadcast campaign, Sabal Trust’s website traffic increased by 15 percent the company increased its assets to more than $1 billion under management. The work received a Gold ADDY award in the “Brochure, Color” category at the American Advertising Federation – 4th District ADDY® Awards Gala in Orlando. By receiving the Gold ADDY Award honor, the agency competed in the national ADDY Award in the category.

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