(RICHMOND, VA)—EdgeMark Partners has been hired to brand First Capital Bank’s newest product.
An acronym for Fast Reliable Electronic Deposit, FRED will allow business customers to make check deposits directly to their First Capital accounts without having to travel to the bank.
FRED’s persona is the brain-child of Kate Wagner, First Capital’s senior vice president and COO, and was developed in partnership with marketing agency EdgeMark Partners. FRED bears a striking resemblance to the specialized desktop scanner the service uses to transmit checks, using a high speed Internet connection, to a secured server for deposit into a First Capital business account.
“Welcoming FRED as an associate personalizes the service for our business customers, which fits with the individualized customer service that is top priority at First Capital Bank,” Ms. Wagner says. “FRED’s services can eliminate or greatly reduce deposit trips to the bank, leaving more time to focus on business.”
FRED is illustrated as a new friendly character brand icon and can be seen in all the branches on posters, table tents, brochures and more. Storks announcing the arrival of FRED were placed in front of each branch locations signage.
Those stopping by First Capital Bank branches could join the celebration of FRED’s arrival. “It’s a boy!” cigars, balloons and FRED himself was available to greet visitors.
Established in 1998, First Capital Bank is a full service, locally owned and operated commercial bank with 7 offices located throughout the metropolitan area.
EdgeMark Partners, established in 1990, is a full-service marketing communications agency based in Richmond, Virginia, and specializes in brand building, marketing strategy, and creative implementation to a broad range of financial service clients.
