GET THE FULL COMPANY
ANALYSIS BUNDLE FOR
Old Second
How is Old Second winning customers in Chicago suburbs?
Old Second pairs a 150-year community banking heritage with modern digital acquisition to expand after key M&A and conservative balance-sheet management. Its hybrid sales engine targets retail and commercial clients through data-driven campaigns and local relationship banking.
The bank leverages branch-led advisory, targeted digital ads, and CRM-driven cross-sell programs to convert deposits and originations, emphasizing service and local decision-making.
Key sales and marketing elements include branch experience, referral networks, segmented digital funnels, and performance analytics; see Old Second Porter's Five Forces Analysis for product context.
How Does Old Second Reach Its Customers?
Old Second Company employs an omnichannel sales strategy combining a network of branches, a modern digital platform, and a proactive direct sales force to drive customer acquisition and high-value relationship banking across suburban Chicago.
Branch-led advisory
Approximately 27 full-service centers in Kane, Kendall, DuPage and Cook counties act as advisory hubs for C&I lending and wealth management.
Digital acquisition
Website and mobile app deliver end-to-end account opening; digital adoption exceeded 70% of retail customers by 2025.
Direct sales teams
Commercial relationship managers and mortgage originators proactively target SMBs with $5M–50M in revenue, driving high-margin loan originations.
Partnerships & referrals
Strategic alliances with local developers and associations create a low-cost referral pipeline that complements paid marketing.
The blended channel mix supports a loan portfolio of about $4.1B entering 2025 and helps sustain a concentrated market share of 10–15% in several suburban zip codes, reflecting Old Second Company sales strategy and Old Second Company business strategy.
Channel performance highlights
Key performance indicators illustrate channel efficiency and growth in 2024–2025.
- Digital loan and mobile deposit activity rose 15% year-over-year.
- Branches focus on complex C&I and wealth consultations contributing materially to high-margin originations.
- Direct sales teams target SMB segment for relationship-centric cross-sell and referral conversion.
- Omnichannel approach reduced cost-of-acquisition versus branch-only onboarding.
For context on corporate priorities aligning sales and marketing, see Mission, Vision & Core Values of Old Second.
Complete Old Second Strategy Bundle
- 6 Full Frameworks, 1 Company – All Pre-Researched
- Each Framework Fully Sourced with Real Company Data
- Built for Strategy Courses, Case Studies & MBA Programs
- Adapt to Your Assignment – No Starting from Scratch
- 6 Frameworks: SWOT, PESTLE, Porter's, BMC, BCG and 4P's
What Marketing Tactics Does Old Second Use?
Marketing Tactics blend hyper-local community outreach with advanced digital targeting; in 2025 the bank scaled SEO and localized paid search while deploying CRM-driven micro-segmentation and AI predictive offers to boost cross-sell and engagement.
Localized Search and Paid Media
Investment in SEO and localized paid search prioritized high-intent keywords like commercial loans Chicago and best business checking Aurora to capture in-market prospects.
CRM Micro‑Segmentation
Sophisticated CRM enables micro-segmentation for personalized email campaigns that cross-sell wealth and lending products to targeted customer cohorts.
Content and Thought Leadership
Regular white papers, economic outlooks and small-business guides tailored to Illinois economic conditions are distributed via LinkedIn and targeted newsletters.
Community and Traditional Media
Regional radio, sponsorships of local festivals and non-profit galas sustain brand awareness and reinforce community positioning.
AI‑Driven Predictive Offers
2025 pilot of AI predictive analytics delivers in-app real-time offers (eg, pre-approved HELOCs) based on transaction and life-stage signals, improving cross-sell by 12%.
Social Media and Brand Humanization
Facebook and Instagram focus on employee spotlights and community stories to drive organic engagement higher than product-first ads.
The tactics support the Old Second Company marketing strategy and sales strategy by connecting digital acquisition with branch and community touchpoints, optimizing customer acquisition and market positioning via data-driven personalization.
Performance Metrics and Channels
Key metrics tracked include organic search share, paid search CTR, email conversion by segment, cross-sell ratio, and mobile offer acceptance; recent results show a 12% lift in cross-sell and measurable gains in local SERP rankings after 2025 investments.
- SEO & paid search targeting high-intent local keywords
- Micro-segmented email programs via CRM
- AI predictive offers delivered in mobile app
- Content distribution on LinkedIn and email newsletters
- Traditional media and event sponsorships for community reach
- Social channels for brand humanization and organic engagement
For a deeper look at how these tactics tie into revenue and product mix, see Revenue Streams & Business Model of Old Second.
From PESTLE Factors to Full Strategy Bundle
- PESTLE + SWOT + Porter's + BCG + BMC + 4P's in One Bundle
- Every Strategic Angle Covered – Nothing Left to Research
- Pre-filled with Company-Specific Research
- No Missing Sections for Your Case Study
- One Download Covers Your Entire Company Analysis
How Is Old Second Positioned in the Market?
Old Second positions itself as the premier relationship bank for the Chicago suburbs, blending a 150-year legacy with modern digital capabilities and a tone that is approachable, expert, and locally rooted.
Market Niche
Focused on suburban Chicago, Old Second Company market positioning targets clients seeking big-bank products with a small-bank feel, avoiding broad national expansion to protect a defensible local franchise.
Brand Message
The brand theme 'Stability Meets Innovation' emphasizes historical strength and modern tech, reinforcing trust while communicating digital banking and fintech integrations used to improve customer experience.
Visual Identity
A classic, professional palette and consistent branch aesthetics signal longevity and reliability across physical and digital touchpoints, including a cohesive mobile UI and branch design.
Voice & Tone
Communications remain approachable and expert, leveraging local knowledge to make complex financial products understandable for suburban consumers and business owners.
Old Second differentiates via local decision-making and community reinvestment metrics that support its sales and marketing strategy, with 2025 brand perception data showing higher-than-regional-average customer loyalty and perceived stability among business clients.
Local Decision-Making
Credit officers live and work locally, enabling flexible underwriting and faster, relationship-driven loan approvals versus national algorithmic processes.
Customer Loyalty Metrics
2025 surveys show Old Second ranks above the regional average for customer loyalty and stability perception, particularly among small-business owners valuing consistent points of contact.
Community Impact
The bank highlights local reinvestment and charitable giving in its annual Community Impact Report to meet rising demand for corporate social responsibility.
Consistent Touchpoints
Brand consistency spans branch aesthetics, marketing campaigns, and the mobile app UI to ensure seamless customer experiences across channels.
Defensive Strategy
By concentrating on the suburban Chicago niche, Old Second builds a resilient brand fortress against larger competitors, maintaining market share without national overreach.
Marketing & Sales Alignment
Sales teams leverage local insights in targeted campaigns for customer acquisition and retention, integrating digital channels and relationship banking for lead generation and cross-sell.
Evidence & Resources
For historical context and branding continuity, see this company overview:
- Brief History of Old Second
- 2025 brand perception surveys: higher-than-regional-average loyalty and stability among business clients
- Community Impact Report highlights annual local reinvestment and charitable contributions
- Local underwriting model improves responsiveness and client satisfaction versus national peers
Old Second Business Model + Strategy Bundle
- Ideal for Essays, Case Studies & Slides
- Get BCG, SWOT, PESTLE, Porter's, 4P's Mix & BMC Together
- Company-Specific Content Already Organized
- One Bundle Replaces Days of Independent Research
- Buy the Bundle Once. Use Across All Your Assignments
What Are Old Second’s Most Notable Campaigns?
Key campaigns combined heritage and targeted digital tactics to drive deposit growth and commercial lending, using geo-fencing, influencer partnerships, and anniversary branding to reinforce trust and acquire customers.
2024-2025 Your Business, Our Backyard
Multi-channel campaign targeting mid-market firms in Chicago's western and northwestern suburbs via geo-fenced display, LinkedIn sponsored content, and testimonial print ads in Crain’s Chicago Business.
150 Years of Strength branding refresh
Anniversary-driven messaging emphasizing Tier 1 capital ratio and longevity, pairing historical imagery with client stories to calm post‑sector turbulence and restore confidence.
2025 Switch and Save promotion
Digital promotion leveraging local influencers and finance bloggers to drive high-yield savings and premium checking openings with tiered incentives and automated direct deposit offers.
Targeted testimonial print placements
Strategic print placements in trade press reinforced digital efforts, highlighting deals where the bank funded local expansions that national banks passed on.
Campaign outcomes aligned with the Old Second Company sales strategy and marketing strategy, delivering measurable commercial and retail results and strengthening market positioning.
Your Business, Our Backyard results
The initiative generated $250,000,000 in new commercial loan commitments within six months, materially increasing interest income during volatile rate conditions.
Deposit impact from branding refresh
The 150 Years campaign drove a 5% increase in net new core deposits amid industry-wide outflows to money market funds.
Retail acquisition via Switch and Save
Influencer-led digital efforts produced over 15,000 new retail relationships in a single fiscal year through account-opening incentives and automated deposit onboarding.
Channel mix and targeting
Campaigns used geo-fencing, LinkedIn sponsored content, targeted print, and influencer content to prioritize mid-market commercial lending and retail deposit growth with measurable KPIs.
Performance metrics tracked
Teams monitored new loan commitments, net core deposit changes, cost per acquisition, account activation rates, and campaign ROI against quarterly growth targets.
Market positioning and messaging
Messaging emphasized local underwriting agility and balance-sheet strength to differentiate from national banks, supporting the Old Second Company business strategy and growth plan.
Key takeaways for sales and marketing
Campaign learnings informed ongoing customer acquisition and market positioning efforts and guided sales funnel optimization across commercial and retail lines.
- Targeted geo-fencing improved lead quality for mid-market lending
- Brand heritage messaging reduced deposit runoff risk
- Influencer partnerships accelerated retail account growth
- Integrated digital-plus-print mix delivered measurable ROI
For further context on the bank’s target segments and market positioning see Target Market of Old Second
From Five Forces to Full Company Analysis
- Includes SWOT, PESTLE, BMC, BCG and 4P's
- Pre-Researched with Company-Specific Data
- Best Value for a Complete Analysis
- Ready to Adapt for Your Case Study
- Ready for Essays and Slidesd
- What is Brief History of Old Second Company?
- What is Competitive Landscape of Old Second Company?
- What is Growth Strategy and Future Prospects of Old Second Company?
- How Does Old Second Company Work?
- What are Mission Vision & Core Values of Old Second Company?
- Who Owns Old Second Company?
- What is Customer Demographics and Target Market of Old Second Company?
Disclaimer
All information, articles, and product details provided on this website are for general informational and educational purposes only. We do not claim any ownership over, nor do we intend to infringe upon, any trademarks, copyrights, logos, brand names, or other intellectual property mentioned or depicted on this site. Such intellectual property remains the property of its respective owners, and any references here are made solely for identification or informational purposes, without implying any affiliation, endorsement, or partnership.
We make no representations or warranties, express or implied, regarding the accuracy, completeness, or suitability of any content or products presented. Nothing on this website should be construed as legal, tax, investment, financial, medical, or other professional advice. In addition, no part of this site—including articles or product references—constitutes a solicitation, recommendation, endorsement, advertisement, or offer to buy or sell any securities, franchises, or other financial instruments, particularly in jurisdictions where such activity would be unlawful.
All content is of a general nature and may not address the specific circumstances of any individual or entity. It is not a substitute for professional advice or services. Any actions you take based on the information provided here are strictly at your own risk. You accept full responsibility for any decisions or outcomes arising from your use of this website and agree to release us from any liability in connection with your use of, or reliance upon, the content or products found herein.