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Jill Castilla, CEO of Citizens Bank of Edmond, has achieved what many marketing experts thought was impossible: building a powerhouse community bank brand without a massive national budget or an army of advertisers. During a session at The Financial Brand Forum, Castilla shared how a near-collapse forced her institution to ditch traditional playbooks and rebuild trust through radical transparency and local engagement.
Her strategy offers a blueprint for smaller financial institutions to leverage their size as an advantage, proving that local roots can create a competitive moat that trillion-dollar banks simply cannot replicate.
The Power of Radical Visibility
When Castilla took the helm, Citizens Bank of Edmond was struggling with poor regulatory ratings and a damaged reputation. Rather than launching a generic ad campaign, she chose a path of extreme accountability. Years before “executive social media presence” was a buzzword, Castilla was online personally responding to every customer complaint—even those from years prior.
By making herself accessible, she transformed the bank’s operating philosophy. Key elements of this approach included:
- Public Accessibility: Castilla shared her personal cell phone number with the public.
- Physical Presence: Leadership moved their desks to high-traffic, customer-facing areas.
- Social Media as a Tool: Platforms were used for two-way conversations rather than one-way broadcasting.
This method builds what Castilla calls “social capital”—a reservoir of goodwill that compounds over time. In a market where dozens of banks compete for the same customers, emotional connection becomes the primary differentiator.
Creating Memorable Local Experiences
To remain relevant in a digital-first world, Castilla argues that banks must become community destinations rather than just places for transactions. This realization led to the creation of “Heard on Hurd,” a massive street festival and concert series in downtown Edmond.
What began as a small experiment now attracts tens of thousands of people. The impact on the bank’s bottom line was clear: families opened accounts for their children, and local vendors moved their business banking to the institution. By creating a shared community experience, the bank became part of the local fabric, which is far more valuable than any checking account feature.
Fostering a Culture of Continuous Change
One of the biggest hurdles for traditional banks is a culture that prioritizes stability over evolution. Castilla countered this by building an organization designed for adaptability. Drawing inspiration from management philosophies like Extreme Ownership and Radical Candor, she encourages employees to challenge the status quo.
To keep the team agile, Citizens Bank of Edmond frequently rotates staff into new roles, ensuring that “discomfort” becomes a normalized part of the growth process. This cultural flexibility allowed the bank to move quickly during the pandemic, partnering with entrepreneurs like Mark Cuban to distribute emergency aid to small businesses long before larger competitors could react.
AI: The Great Scale Equalizer
While many community banks view Artificial Intelligence (AI) with hesitation, Castilla sees it as a vital tool for survival. Historically, large banks used their massive budgets to gain operational efficiencies. AI changes the game by allowing smaller institutions to automate complex workflows and boost productivity without needing thousands of employees.
Castilla frames AI adoption not just as a technical upgrade, but as a cultural one. By encouraging employees to experiment with AI use cases while maintaining strict data protections, the bank is positioning itself to compete on efficiency while maintaining its signature “human” touch.
The Bottom Line: Trust Cannot Be Bought
In an era where most banking products are commodities, the ultimate competitive advantage is how a bank shows up for its neighbors. Big banks can buy technology and advertising reach, but they cannot buy local credibility or the deep-seated trust that comes from being a “neighborhood hero.”
For community institutions, the path forward is clear: lean into visibility, prioritize local relationships, and build a culture that isn’t afraid to innovate. These are the tools that turn a small bank into an indispensable community pillar.
Source: thefinancialbrand.com