Industries Banking/Finance

Campaign aimed at changing First Community’s identity

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The parent company of First Community Bank has begun an advertising and brand-identity campaign that is notable for the word that it doesn’t use: bank.

The “Communities” campaign, started Aug. 1 by Bluefield-based First Community Bancshares Inc., involves television, magazine, newspaper, billboard and website ads. They feature people contemplating the various communities they are connected to, leading up to the question, “With all the communities in your life, shouldn’t there be one for your financial life?”

The logo and ad copy emphasize the First Community name but never mention the word “bank.”

“We are changing our public-facing name to First Community because we are so much more than a bank,”
Ginger Salt, First Community’s chief marketing officer, said in statement. By de-emphasizing the company’s role as a bank, “we give ourselves the opportunity to talk about all the services we provide, allow for greater cross-sell opportunities and create stronger brand alignment, all of which are important for our long-term growth.”

The company wants to identify itself instead as a financial institution that provides a wide variety of services including wealth management and insurance as well as banking.

John Mendez, the president and CEO of First Community Bancshares, said the intent of the campaign is to position First Community “as a group of financial experts that is as important, as meaningful and as valuable as any other community in the lives of our customers.”

The campaign is being rolled out in Richmond and in the Triad region of North Carolina, as well in the Bluefield/Beckley, W.Va., area.

First Community, a company with assets of $2.21 billion, has more than 700 employees and 54 financial centers in West Virginia, Virginia, North Carolina and Tennessee.


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