SmartBank has relied on Ackermann’s strategic marketing experience throughout its still booming journey. SmartBank opened in 2006 as a new bank, and Ackermann helped bring the new brand to life with a unique logo and brand identity. Although the SmartBank’s roots are in Sevier County, TN, the bank soon grew to a new challenge: expanding into new markets. In 2010, the U.S. was still reeling from a recession largely driven by global financial markets. Consumers were feeling uneasy about banks. At that time SmartBank was in the midst of expanding within East Tennessee. Ackermann was selected to help SmartBank launched their brand into new markets, all crowded with other financial institutions. Key objectives in the effort included ensuring trust and confidence in the SmartBank brand, while offering a clear differentiation that broke through the clutter of other banks and financial institutions.
Ackermann created strategic marketing plan for SmartBank, including brand positioning, organizational structure, media relations, business development, and community relations. The launch plan was shaped around SmartBank’s key audiences and target demographic. With a rich foundation, Ackermann helped SmartBank leverage its legacy familiarity in the extended East Tennessee community for this new market. The impact of the new market launch can best be expressed in the current status of SmartBank. Seven years later, SmartBank is one of the fastest growing community banks in the Southeast U.S., now located in Knoxville, TN. Ackermann helped SmartBank make a splash when the bank became SmartFinancial, Inc. – a publicly traded company on the NASDAQ Exchange (SMBK). SmartBank continues to grow strategically, with multiple acquisitions which opened the door to a footprint that now extends to Florida and Georgia.
Client: Smart Bank
Service Category: Brand Identity | Professional Services