Citizens Financial Services Investment Brochure
A high-quality, customer-facing investment booklet built to keep the conversation going about wealth management and to feel local while doing it.
Client
Citizens Financial Services (Citizens State Bank)
Categories
Context
Citizens Financial Services (CFS) is the investment arm of Citizens State Bank. Partnered with Cetera Investment Services, CFS offers Retirement Planning and Wealth Management services throughout Harvey and McPherson counties.
The Challenge
CFS needed customer-facing collateral that would keep the conversation going about investing and wealth management; easy to understand, but compelling enough to entice current banking customers into starting their own investment journey.
What I Did
- Developed a high-quality investment booklet (100 lb. card stock, full color) offered directly to current banking customers who weren't yet investing with CFS.
- Researched CFS's product set and broke it into four clear categories: General Investing, Retirement Planning, Social Security, and Risk Management.
- Gave each topic two to four pages and marked them off with large edge tabs so customers could navigate the book intuitively.
- Supplemented photography from around Harvey County with stock imagery reflecting small-town life and rural environments to feel local.
- Wrote and directed copy that positioned CFS as an investment partner that guides customers through the process, not just selling them products.
The Results
- A premium, tactile piece bankers could hand directly to customers as a real conversation starter.
- Clear, navigable structure (tabs + four topic areas) that turned dense investment content into something approachable.
- Visual system that felt distinctly local to Harvey and McPherson counties — not generic financial-services imagery.
★ A Note In The Margin
What I'd Do Differently
The locally sourced images in the booklet got really great feedback from actual customers. If I had this to do again, I would enlist local business owners and other prominent community members, who are also CFS customers, to be featured in the booklet. A huge part of the strategy here is making a real, and significant, connection with potential customers.
★ What's Next