A brand awareness problem, not a product problem
Legacy Ag Credit didn't have a product problem
Their rates were competitive
Their people knew rural and agricultural life the way only a lender with generations in the territory can
Farmers, ranchers, land buyers
The ones who worked with Legacy knew what they had
The market didn't
To anyone who hadn't walked into a branch, Legacy looked like every other bank on the highway between towns
We built a documentary-style brand film around the Schaefer family
A family whose story you could not hear without understanding what it takes to leave the city, buy the land, and become the next generation of American farmers
And you could not understand the Schaefers without understanding what Legacy did to make it possible
The film ran on YouTube and connected TV
It was cut into multiple :30 spots for social distribution
1.7 million people saw it. $500K in net new business followed
Not because the product changed
Because the market finally saw the bank