After taking $500 billion in government bailout money, paying million-dollar bonuses to chief executives and running borrowers through a corporate maze to qualify for loan modifications, the banking industry could use an image makeover.

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Check out this month’s Black Enterprise, on newsstands, in which Crystal Watkins of Torrey Pines Bank is recognized.

Challenge:
In a challenging market conditions, Zenzi was tasked with regaining consumer and business trust and increasing awareness of Torrey Pines Bank’s success and “time to shine,” despite economy.

Solution:
In less than six months, Zenzi logged 150+ hits in banking and local news media. Total print value for the former of over $180,000 and over 30mm print circulation. During that time, Zenzi also garnered interested for 10 contributed articles, 19 media interviews, wrote/ distributed 7 releases, obtained 2 speaking opportunities (East San Diego County Association of Realtors and JACCC) and assisted with other activities.

Result:
Widespread media hits in San Diego Daily Transcript, San Diego Union Tribune, San Diego Business Journal, BizSanDiego, SDNN, San Diego Metropolitan, U.S. Banker, North County Times, Carmel Valley Leader, Rancho Santa Fe News, AARP, Solana Beach Sun, Enterprising Women, SNL Bank Thrift, Del Mar Times, and many others.

Torrey Pines Bank SVP profiled for her climb to the top in The Glass Hammer.

SVP of Torrey Pines Bank, Crystal Watkins, was featured recently in WomenEntrepreneur as an expert on deciding when to switch your banker.