Old Second Marketing Mix
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Discover how Old Second's product offerings, pricing architecture, distribution footprint, and promotional tactics combine to build competitive advantage. This preview highlights key themes; the full 4Ps Marketing Mix Analysis delivers detailed, data-backed strategy, examples, and editable slides. Get instant, presentation-ready access to save hours and apply insights.
Product
Comprehensive deposit accounts
Checking, savings and money market accounts serve retail and business clients with tiered offerings for students, professionals and SMBs, aligning minimum balances and fee waivers to segment needs. Packaging includes debit cards, e-statements and overdraft solutions, plus mobile access and Zelle; account features target digital-first users. Differentiation emphasizes local branch service and competitive interest aligned with Fed funds at 5.25–5.50% (June 2025).
Diverse lending solutions
Old Second offers real estate, commercial and consumer loans covering mortgages, working capital, equipment and personal credit, tailored through local underwriting and relationship banking. Underwriting leverages community market knowledge to structure flexible terms and collateral for varied borrower profiles. Cross-sell links loans to deposits and treasury services, positioned amid a 2024 federal funds rate near 5.25–5.50%.
Treasury and cash management
Old Second Treasury and cash management offers ACH, wires, remote deposit capture, positive pay and account reconciliation; NACHA reported over 31 billion ACH payments in 2024, underscoring scale. These tools improve liquidity, streamline receivables/payables and, with positive pay (industry studies show up to 80% fraud reduction), control fraud. Bundled packages scale with complexity and integration with online banking boosts usability and retention.
Digital banking services
- Mobile penetration: >75% (2024)
- Features: alerts, transfers, bill pay
- Business: multi-user approvals
- Security: card controls, e-statements
- Access: 24/7 digital + branch support
Cards and payment solutions
Old Second cards and payment solutions deliver debit, credit access and merchant services that support everyday spending and acceptance across 9.2 billion in assets (June 2024), with contactless and digital wallet compatibility improving tap-to-pay adoption and speed. Real-time fraud monitoring and same-day card replacement limit exposure, while integrated reporting shortens reconciliation cycles for business clients.
- Debit, credit, merchant services
- Contactless & digital wallet enabled
- 24/7 fraud monitoring; rapid replacement
- Integrated reporting for faster reconciliation
9.2B assets, 31B ACH, >75% mobile
Old Second offers tiered deposit accounts, loans (mortgage, commercial, consumer), treasury services and digital/cards with local underwriting, cross-sell and branch support; bank assets 9.2B (June 2024) and Fed funds ~5.25–5.50% (Jun 2025) shape pricing. ACH scale (31B payments 2024) and >75% mobile penetration (2024) drive digital adoption and cash-management bundling; fraud controls reduce exposure and speed reconciliation.
| Product | Key metric | Note |
|---|---|---|
| Deposits | Assets 9.2B | Tiered fees, digital access |
| Loans | Mortgage/commercial | Local underwriting |
| Treasury | 31B ACH (2024) | Positive pay, RDC |
| Digital/Cards | >75% mobile (2024) | Contactless, fraud monitoring |
What is included in the product
Detailed Word Document
Delivers a concise, company-specific deep dive into Old Second’s Product, Price, Place, and Promotion strategies, using real practices and competitive context to inform positioning, benchmarking, and strategic recommendations.
Customizable Excel Spreadsheet
Condenses Old Second’s 4P marketing analysis into a concise, presentation-ready snapshot that relieves analysis overload and speeds strategic alignment; customizable fields let teams tailor insights for meetings, decks, or side-by-side brand comparisons.
Place
Greater Chicago branch network
Greater Chicago branch network with more than 50 Chicagoland locations provides face-to-face service and visible community presence, targeting accessibility to households and businesses in high-density and suburban corridors.
In-branch specialists handle complex lending and treasury needs, while extended hours and appointment banking improve convenience for retail and commercial clients.
ATM and surcharge-free access
Old Second's ATM network provides cash withdrawals, check deposits and basic transactions to support retail customers. Partnerships with surcharge-free networks such as MoneyPass (≈37,000 ATMs nationwide) expand fee-free access. In-app mapping directs customers to nearby machines, while industry-standard uptime above 99% and EMV/PCI compliance ensure reliability and security.
Online and mobile distribution
Digital channels deliver core banking anywhere, anytime for Old Second, with online account opening, loan applications and service requests available. As of 2024 mobile banking penetration in the US exceeded 80%, accelerating digital adoption. Secure multi-factor authentication and real-time alerts protect users. Consistent UX across web and app boosts retention and conversion.
Dedicated business banking outreach
Relationship managers at Old Second conduct on-site visits to map client operations and customize lending and treasury solutions, improving treasury product setup and training which industry studies show can increase adoption rates by over 20%. Local decision-making shortens approval cycles—often under 48 hours—while regular reviews adjust services to shifting cash flows.
- On-site visits: tailored solutions
- Onboarding: faster treasury adoption +20%
- Local approvals: typically <48 hours
- Regular reviews: align with cash-flow changes
Community events and partnerships
Old Second leverages presence at local chambers, trade groups, and nonprofits to deepen reach and source referral pipelines; FDIC data show community banks hold roughly 14% of U.S. domestic deposits, underscoring local banking impact. Financial clinics and seminars consistently attract prospects, while co-hosted events with community organizations build trust and reinforce hyperlocal positioning.
- Local partnerships: boosts referral reach
- Financial clinics: direct prospect acquisition
- Co-hosted events: trust & retention
- Grassroots visibility: supports hyperlocal share (~14% of deposits)
50+ brs, ≈37,000 ATMs, >80% — Chicago
Greater Chicago network (50+ branches) plus MoneyPass (≈37,000 ATMs) and 2024 mobile banking >80% provide omnichannel access; in-branch specialists and local approvals typically <48 hours speed complex services; relationship managers and community partnerships drive referrals and ~20% faster treasury adoption while community banks hold ~14% of US deposits.
| Metric | Value |
|---|---|
| Branches | 50+ |
| ATMs (MoneyPass) | ≈37,000 |
| Mobile penetration (2024) | >80% |
| Avg approval time | <48 hrs |
| Treasury adoption lift | +20% |
| Local deposit share | ~14% |
Preview the Actual Deliverable
Old Second 4P's Marketing Mix Analysis
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Promotion
Local media and outdoor
Local radio (Nielsen reports ~90% weekly reach) plus community newspapers and targeted billboards highlight Old Second products and rates, emphasizing hometown service and quick decisions. Rotating creatives cycle deposit, lending and digital convenience messaging to keep relevance. CTAs with trackable URLs and phone codes drive measurable branch footfall and online conversions. Digital adoption ~75% in 2024 supports online CTA focus.
Community sponsorships and CSR
Sponsoring neighborhood events and charities boosts Old Second's goodwill, aligning with 2024 Edelman data showing 68% of consumers are more likely to trust brands active in community causes. Volunteer initiatives showcase employee engagement—Old Second reported a 25% increase in volunteer hours in 2024. Story-driven impact narratives strengthen emotional connection, while photos and recaps are repurposed for social and PR reach.
Digital marketing and SEO
Search-optimized pages target intent for business banking Chicago and related queries, with local search driving purchases—Google finds 76% of local-mobile searches result in an in-store visit within a day. Paid search and social ads promote account offers and loan solutions, with Google Economic Impact studies commonly showing $2–$8 return per $1 spent for advertisers. Retargeting nurtures warm leads and can lift conversion rates by up to 70% per AdRoll/Criteo benchmarks. Analytics shift spend toward highest-ROI audiences, often improving marketing ROI 2–3x.
Referral and relationship programs
Client and employee referral incentives drive strong word-of-mouth, with referral-sourced customers converting roughly 3–5x more often and showing higher retention in financial services; relationship bundles reward multi-product adoption and can lift wallet share by ~20–30% in bank cross-sell programs.
- Referral incentives: higher conversion/retention
- Relationship bundles: +20–30% wallet share
- Onboarding checklists: prompt timely cross-sell
- CRM workflows: automated stage-based follow-ups
Financial education content
Workshops and webinars cover budgeting, credit-building, and fraud prevention; bite-sized videos and guides are distributed via email and social, with average email open rates around 21% in 2024. Educational outreach positions Old Second as a trusted advisor, and clear calls-to-action link learning to relevant products, supporting measurable conversion uplifts.
- Workshops: budgeting, credit, fraud
- Channels: email (21% open), social, webinars
- Goal: trust-building + product CTAs
Local radio + digital CTAs drive leads: 90% reach, 75% digital adoption, +20–30% wallet share
Promotion mixes local radio (90% weekly reach), community events and targeted OOH with digital CTAs (75% digital adoption in 2024) and paid search/retargeting to drive measurable leads and branch visits. Community sponsorships and volunteer increases (+25% hours in 2024) build trust; referrals and bundles lift conversion/retention and wallet share (+20–30%). Email (21% open) and workshops convert education into product uptake.
| Metric | 2024/2025 |
|---|---|
| Radio reach | ~90% weekly |
| Digital adoption | 75% (2024) |
| Volunteer hours | +25% (2024) |
| Email open rate | 21% (2024) |
| Local search→store | 76% (Google) |
| Paid search ROI | $2–$8 per $1 |
| Retargeting lift | up to +70% |
| Wallet share lift | +20–30% |
Price
Competitive deposit rates
Savings and money market yields are positioned to match Chicagoland market norms, with typical retail APYs around 0.3–0.5% in 2024–25 while competitive promos reach as high as 4.50% to attract balances. Time-limited promotional APYs drive short-term inflows. Tiered pricing rewards larger deposits (eg, higher bands above 25,000). Clear disclosures of minimums and caps prevent customer confusion.
Loan pricing and terms
Loan pricing at Old Second aligns interest rates to borrower credit risk, collateral and term length, typically set as spreads over the 8.50% prime rate; commercial spreads vary by credit grade and collateral strength. Relationship discounts apply for deposit and treasury clients, often reducing spreads by tens of basis points. Borrowers can choose fixed or variable structures tied to prime or SOFR to match cash flows. Origination and closing fees are disclosed upfront to build trust.
Account fees and waivers
Account monthly maintenance fees at Old Second are routinely offset through balance or activity waivers, with tiered accounts unlocking larger waivers and perks. Free or discounted transactions and wire fee reductions scale by account tier, improving value for higher-balance customers. Fee schedules are presented in clear, easily comparable tables on the bank website. Real-time alerts notify customers of low balances or pending fees to help avoid unnecessary charges.
Business tiered packages
Business tiered packages price treasury features by usage and complexity, aligning fees with ACH, wire and liquidity services tiers; volume-based discounts reduce per-item fees as clients scale. Custom quotes address industry-specific needs, while annual reviews recalibrate packages to match actual activity and reduce churn.
- Tiered pricing by usage and complexity
- Volume discounts lower per-item cost
- Custom quotes for specialized needs
- Annual reviews to realign packages
Relationship and promotional offers
Old Second leverages bundled pricing to encourage multi-product adoption and deepen loyalty; limited-time cash bonuses and rate boosts are used to accelerate deposit and loan acquisition; preferred pricing for community and affinity segments reinforces inclusion; regular value checks align pricing with customer-perceived benefits.
- Bundled pricing: boosts cross-sell and retention
- Limited-time offers: drive rapid acquisition
- Preferred pricing: supports community inclusion
- Ongoing value checks: ensure price–value fit
Competitive APYs & relationship-priced loans drive deposit growth and fee revenue
Pricing balances competitive retail APYs of 0.30–0.50% with promos up to 4.50% to attract deposits; loan spreads are set over a 8.50% prime with relationship discounts of 10–50 bps. Tiered fees waive monthly charges above $5k balances; origination fees range $200–1,000. Business fees scale with volume, offering 10–30% discounts on treasury services.
| Product | Rate/Fee | Promo/Discount |
|---|---|---|
| Savings APY | 0.30–0.50% | up to 4.50% |
| Loans | Prime+spreads | 10–50 bps rel. discounts |
| Maintenance | Waived >$5,000 | — |
| Treasury | $0.10–$0.50/item | 10–30% vol discounts |