Taking a Centenarian into the Digital World


Completed and approved mortgage applications in February 2017, a 49% year-over-year increase


After more than 100 years in business, State Bank of Cross Plains developed a reputation for delivering big-bank services with community-bank principles, a combination that led to steady growth. However, the bank wanted to increase its market share in southern Wisconsin, including the ultra-competitive Madison market. Not only would State Bank be competing against other banks and credit unions, it would be doing it with little prior exposure to the market. This centenarian needed to change how it reached potential customers.


Working closely with State Bank’s marketing team, we developed a year-long promotions plan focusing on digital executions. Digital offered the opportunity to reach more potential customers while providing a convenient “click here” entry into the full line of State Bank offerings.

And, not only would this reach a far wider audience, it would allow us to promote both who the bank was and what they offered by running simultaneous brand awareness and promotional spots. The quick results and analysis provide SBCP with near instantaneous data on what is working and what isn’t. With this, we can react quickly to what’s not working and amplify what is to strengthen results.


February of 2017 proved to be one of the most successful digital campaigns the bank has experienced. The offer was $750 off closing costs of a mortgage. The goal was 30 completed and approved applications. February of 2016 saw 25 mortgages totaling $5M. February 2017 reached 35 applications totaling $7.5M for a 49% increase year over year.




State Bank of Cross Plains mortgage campaign digital ad