The Honor State Bank is a major player in Benzie County and Honor, Michigan. As they expanded into new markets, the bank needed to expand its reputation for local people delivering local service.  Following a positioning: “You should know an Honor State Banker” the bank intruded these Honor State Banker to the areas with new branches.

We included an example of their classified “help wanted” ads in these samples. Instead of the traditional ad, we allowed people who currently worked at the bank to tell what they like about the job and why someone might want to apply. Yes, it worked. Both quantity and quality of applicants has improved.