Liberty Bank

Liberty Bank is the nation’s largest Black-owned bank. In 2021, Liberty Bank acquired Tri-State Bank in Memphis, a historically significant institution in its own right as the region’s first and only Black-owned and operated bank. As a legacy client, Think Inspired Marketing represented the bank’s communications interests. Introducing the bank’s new owners would be a delicate task, one that required a sensible strategy and deft execution. TI needed to keep current customers in place while building a launch pad to significantly expand local business opportunities. TI went to work communicating the various aspects of the acquisitions explaining and clarifying for customers what the acquisition meant and how it would impact them. The work is ongoing and revolves around community engagement that promotes ties to community groups, individuals and institutions, as well as exposure in commercial finance and consumer marketing. Early measures suggest local customers have come to understand the acquisition and embrace the transition.