Build awareness and confidence in Burke & Herbert Bank as a bank with a range of lending options to meet a variety of business needs.

Position the branches and branch managers as the center of small business lending activity.

Create a cohesive in-branch campaign highlighting the easy application process and fast, local decision-making.

Use “It’s better here” sign-off from prior promotions, adding “right” to emphasize the hyper-local nature of the campaign.

Related DM signed by each branch manager further reinforced the local touch.