Shortly following the Great Depression of the late 1920s, residents of Cross Plains, Texas (located 45 miles southeast of Abilene), formed a state bank to facilitate the saving and lending of funds. The bank still serves Cross Plains, population 983, along with communities on the northwest side of San Antonio. Texas Heritage Bank today boasts assets of $150 million and thrives on personal, long-term relationships with its customers. It takes pride in being an independent, “hometown” bank in an age of financial consolidation and customer anonymity.
Rudkin Productions helped Texas Heritage Bank capitalize on the strength of its roots. With warm and inviting brochures, print advertising and direct mail, Rudkin positioned the bank as friendly and responsive. It also highlighted the bank’s history of independence and local decision-making. Marketing materials appeal to a recipient’s Texas pride while promoting the convenience of the bank’s modern financial technology tools. Customers can bank on Main Street and still enjoy many of the sophistications of Wall Street.
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