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Kara LeComte's boss at USAmeriBank, president and CEO Joe Chillura, gave her a tough task when she was promoted late last year to oversee marketing of the bank's wide retail branch network.
The assignment: Give USAmeriBank an edge in a crowded marketplace, where many competitors have similar, conservative marketing approaches.
“He wanted me to come up with some innovative ways to make the bank stand out, says LeComte, who previously ran training and corporate development for Largo-based USAmeriBank. The bank had $3.9 billion in assets through June 30.
One of LeComte's biggest moves, so far, has been to introduce a new program, Prestige. The program is more of a club, where one of main perks is access. That includes access to top bank executives, including Chillura, at networking events, in addition to account perks, such as free notary service and the elimination of foreign ATM fees. The program also offers access to exclusive group tours and trips, from Yellowstone National Park to a Vermont Christmas in early December. The program is free, and to qualify a member must have personal deposits in USAmeriBank of at least $10,000 and be 50 or older.
USAmeriBank introduced Prestige to the Tampa area market at two events held Sept. 12 and Sept. 13. About 200 people attended each night, says LeComte.
While the program is new to Tampa, it's an extension of a program started in 1988 by Alabama-based Aliant Bank, which USAmeriBank bought in 2011. The Alabama program has grown into a social club-like gathering place, down to bingo events and holiday parties.
LeComte hopes to see Prestige in Tampa grow into something big, too. “Our strategy is to make a splash with this,” LeComte tells Coffee Talk. “We want to make this program totally different than anything else that's out there.”
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