The Opportunity
Lone Star Ag Credit is a member of the farm credit system, providing rural financing via their loan offices throughout the central and northeast regions of Texas. In 2017, Lone Star discovered fraud committed by one of their senior loan officers. As a result of the fraud event, there was significant damage to Lone Star’s brand reputation, a loss of customer confidence and internal issues with morale and turnover.
The Strategy
NP Strategy collaborated with Lone Star to develop and implement public relations, crisis management, internal and external communications, marketing, and advertising strategies to rehabilitate the Association’s brand reputation. We also engaged with critical stakeholders, including customers and employees, to reinvigorate the business going forward. The work supported the sensitive removal of the CEO and senior management, meeting the requirements of stringent federal oversight, and working with board members to recover the strength and reputation of the Association and its assets. The primary branding effort included a series of compelling videos featuring customers, employees and partner organizations discussing various positive stories about Lone Star and its impact on the local agricultural industry and rural communities.
The Results
Lone Star has successfully recovered its financial position and reputation in the market, thanks, in part, to the strategic communications and marketing efforts of the past three years. The branding campaigns, new website, robust digital marketing programs, sales support and employee engagement activities have helped to create a renewed strength within the Association in its relationships with customers, communities and employees. A new and improved management team has been successfully introduced and Lone Star has a brighter future ahead.