(OSBC) Old Second Bancorp, Inc. Marketing Mix Research |
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Actionable Strategy Starts Here
This Old Second Bancorp, Inc. 4P's Marketing Mix Analysis explains the bank’s Product, Price, Place, and Promotion strategy and how it’s used for marketing research and strategic planning. The page includes a real preview/sample of the analysis so you can evaluate style and content before buying. Purchase the full version to get the complete ready-to-use report.
Product
Deposits and savings
Old Second Bancorp, Inc. offers a broad deposit base: demand, NOW, money market, savings, time, and IRA accounts, plus certificates of deposit. These accounts help personal and business customers manage daily cash, keep liquidity, and earn interest. The mix supports low-cost funding and gives Old Second Bancorp more stable deposits than a single-account model.
Commercial lending
Old Second Bancorp, Inc. commercial lending covers commercial loans, lease financing, construction loans, and commercial real estate loans for small and mid-sized businesses.
It helps fund working capital, expansion, and property buys, so it is a core product line.
As of the latest 2025 reporting, this business stayed central to Company Name lending mix and fee income.
Residential mortgage lending
Old Second Bancorp, Inc.'s residential mortgage lending covers first and second mortgages, home equity lines of credit, and other residential real estate loans. It serves homeowners and homebuyers across its market area and gives the bank a way to grow primary banking relationships. These loans also support fee income and interest spread across a key local lending line.
Consumer and agricultural credit
Old Second Bancorp, Inc. offers consumer and agricultural credit through four main consumer loan types: motor vehicle, home improvement, signature, and installment loans, plus agricultural loans for farm customers. It also adds overdraft checking, which gives deposit clients short-term liquidity support. That mix broadens fee and interest income while serving both household and rural borrowers.
- 4 consumer loan types offered
- Agricultural loans included
- Overdraft checking adds liquidity
Wealth, treasury, and banking services
Old Second Bancorp, Inc. bundles trust and wealth management, discount brokerage, U.S. Treasury notes and bonds, and foreign currency exchange into one retail and commercial product set. It also adds safe deposit boxes, money orders, cashier’s checks, debit and credit cards, and direct deposit, while online and mobile banking extend access beyond branches.
This mix supports fee income and deeper client ties, because wealth and treasury services can sit alongside everyday cash-management needs. The product is built for convenience and retention, with 24/7 digital access now a standard expectation for banking clients.
- Trust, wealth, and brokerage services
- U.S. Treasuries and FX exchange
- Cards, checks, deposits, and vault access
- Online and mobile banking expansion
Old Second's Broad Product Mix Fuels Growth
Old Second Bancorp, Inc. product mix centers on deposits, lending, and fee services. In 2025, it offered 6 core deposit types, 4 consumer loan types, and commercial, mortgage, agricultural, and wealth products. This broad set supports low-cost funding, spread income, and client retention.
| Product | 2025 data |
|---|---|
| Deposit accounts | 6 types |
| Consumer loans | 4 types |
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Place
63 banking centers
Old Second Bancorp, Inc. operates 63 banking centers, giving customers local access to deposits, lending, and service support. This branch network stays central to its community banking model, where in-market relationships still matter. For customers, the footprint means face-to-face help across the bank’s core 2025–2026 retail and commercial services.
Illinois footprint
Old Second Bancorp, Inc. keeps its Illinois footprint tightly focused: branches span Cook, DeKalb, DuPage, Kane, Kendall, LaSalle, and Will counties. The network is concentrated in Illinois, with headquarters in Aurora, Illinois. That local density supports community banking and keeps the Company close to its core customer base.
Branch-based delivery
Branch-based delivery still matters at Old Second Bancorp, Inc. because it supports relationship banking, local convenience, and in-person service for deposits, loans, and teller needs. In FY2025, the branch network stayed a core retail and business banking channel, giving customers a place to open accounts and apply for credit while keeping face-to-face advice close to home.
Digital banking channels
Old Second Bancorp, Inc. uses online and mobile banking to extend access past branch hours and across locations, so customers can check balances, pay bills, and move money remotely. The channels support 24/7 self-service and reduce reliance on in-branch visits, which matters for routine transactions. The latest public filings do not break out digital logins or app-use counts, so channel reach is best read through the bank's full retail service mix.
- 24/7 account access
- Remote money movement
- Lower branch dependence
Business service access points
Old Second Bancorp, Inc. gives corporate clients remote deposit capture, telephone banking, lockbox, ACH, wire transfers, vault services, ATMs, and mobile deposit, so day-to-day cash flow and payment tasks stay fast and local.
These business service access points reduce branch visits and let firms handle deposits, payables, and collections on tighter operating schedules.
- Remote deposit capture speeds deposits.
- ACH and wires move funds quickly.
- Lockbox helps collect receivables.
- ATMs and mobile deposit widen access.
Old Second’s Local Illinois Footprint Drives Community Access
Old Second Bancorp, Inc. keeps Place tightly local, with 63 banking centers across seven Illinois counties and headquarters in Aurora. Its branch map supports in-person deposits, lending, and service for community and commercial clients. Digital and cash-management channels extend access beyond branches, but the Illinois footprint remains the core touchpoint.
| Place factor | Key data |
|---|---|
| Branches | 63 |
| Geography | 7 Illinois counties |
| HQ | Aurora, Illinois |
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Promotion
Community banking positioning
Old Second Bancorp, Inc. leans on its community bank image to stress local relationships and a broad service mix, from lending to deposits and wealth tools. That full-service model helps it win on trust and convenience, not price alone. In a market dominated by national banks, this local-first positioning is a clear point of difference.
Branch visibility
Old Second Bancorp, Inc. uses its 63-center footprint as a direct promotion channel: each branch sign, lobby, and staff interaction keeps the brand visible in local markets. In 2025, that neighborhood presence helped build trust and repeat contact, which is harder for digital-only banks to match. Branches also reinforce awareness by turning everyday banking visits into low-cost, high-frequency brand exposure.
Digital convenience messaging
Old Second Bancorp, Inc. promotes digital convenience through online and mobile banking, giving retail and business clients 24/7 access to accounts, payments, and transfers. The message centers on speed and ease, with 2 core channels that cut trips to branches and support faster cash management. This matters for both households and businesses that want simple, on-the-go banking.
Relationship-based selling
Old Second Bancorp, Inc. uses relationship-based selling to cross-sell four product lines: deposits, loans, wealth, and cash management. That gives employees more than one way to serve the same customer, which fits a relationship banking model and can lift fee income and deposit stickiness. In 2025, that broad mix matters because one client can become a multi-product client fast.
- 4 product lines to cross-sell
- Same customer, more touchpoints
- Fits relationship banking
Service breadth and specialty offerings
Old Second Bancorp, Inc. can promote its broad mix of mortgages, treasury management, corporate cash management, and trust services as one place for both personal and business banking needs. That message widens the audience beyond consumers and supports cross-sell across higher-value relationships. One bank, many needs.
- Mortgages drive retail demand.
- Treasury tools serve businesses.
- Trust services deepen relationships.
63 Branches, 24/7 Digital Access: Old Second’s Trust-Driven Growth
Old Second Bancorp, Inc. promotes through its 63-center branch network, using staff contact and local visibility to build trust. In 2025, that footprint supported low-cost awareness and repeat touchpoints. Digital banking adds 24/7 access, while relationship selling lets one client use deposits, loans, wealth, and cash management.
| Promotion lever | 2025 data |
|---|---|
| Branch footprint | 63 centers |
| Core product lines | 4 |
| Digital access | Online and mobile, 24/7 |
Price
Deposit interest rates
Old Second Bancorp, Inc. prices deposits through the interest paid on savings, money market, time, and IRA accounts, with CDs usually set at fixed rates and maturities. That pricing helps pull in and keep core funding when deposit competition is tight. Higher deposit rates lift customer retention, but they also raise funding costs, so the bank has to balance growth and margin.
Loan interest rates
Loan interest rates are Old Second Bancorp, Inc.'s main pricing lever for commercial, mortgage, consumer, and agricultural credit. Rates are set by risk, collateral, term, and market conditions, so stronger borrowers usually get lower spreads. In 2025, this pricing side drove the bank's net interest income, which depends on loan yield minus funding cost.
Account and service fees
In 2025, Old Second Bancorp, Inc. used account and service fees as a steady add-on to lending income, with charges on cash management, overdrafts, and specialty account activity. Fee income helps smooth earnings when rate-driven interest income moves, and it matters more at a bank with about $6 billion in assets. For customers, these fees are tied to service use, so usage controls the cost.
Payment and transaction charges
Old Second Bancorp, Inc. prices business banking on a transaction basis: wire transfers, cashier’s checks, foreign currency exchange, and lockbox processing can each carry separate fees. The charge usually rises with service volume and complexity, so treasury-heavy clients pay more than low-activity accounts.
- Wire and check fees are service-based.
- Lockbox costs track volume and handling.
- FX pricing reflects spread and trade size.
This fee mix helps Old Second Bancorp, Inc. monetize higher-touch business clients without flat-rate pricing.
Market-based value pricing
Old Second Bancorp, Inc. uses market-based value pricing to stay sharp against regional banks and credit unions, so loan and deposit rates move with local demand and credit quality. Pricing is set to protect margin while still giving customers a fair deal, especially in a market where the U.S. prime rate has stayed at 7.50% since late 2023.
- Competitively priced vs. local lenders
- Rates reflect credit risk and demand
- Fees support profitability without losing value
Old Second Bancorp Balances Deposit Costs, Loan Spreads, and Fee Income
Old Second Bancorp, Inc. prices deposits with rate offers on savings, money market, CDs, and IRAs, while loan rates on commercial, mortgage, consumer, and farm credit drive net interest income. In 2025, its about $6 billion asset base made fee pricing on wires, overdrafts, and cash management a steady earnings buffer. Competitive pricing stayed tied to a U.S. prime rate of 7.50%.
| Price lever | 2025 signal |
|---|---|
| Deposits | Rate-based funding |
| Loans | Risk-priced spreads |
| Fees | Service and volume-based |
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