03 Aug 2025 First Service Bank’s Franklin and Sammy Cents build on the good in third book

By Tammy Keith

A children’s book written and published by First Service has a much bigger purpose than just promoting math and reading skills.

Siblings Franklin and Sammy Cents are back with their adventures and mishaps in the third-in-the-series book, “When You See A Need, Do A Good Deed,” written by Jon Patrom, vice president of marketing, and Ashley Moore, marketing and brand manager.  

Patrom said the book’s message reflects the bank’s beliefs. “You have to have kindness,” he said. “You have to build goodness and wholesome values.”

Patrom helped the marketing team write the first book, “Franklin Cents,” for the bank’s 50th anniversary in 2013, “to give back to our customers. We didn’t want it to be self-serving,” he said. “There is no ‘I’ here [at the bank]. It’s a team effort. We’re all about doing unto others and giving back.”

Every first grader in the bank’s 11 locations receives the book, and branch employees read it to classes. The series features bow-tie-wearing Franklin and his spunky little sister, Sammy, who operate a lemonade stand to raise money for everything from bicycles to giraffe food. A second book, “Franklin Cents Grows His Business,” was published in 2015, and this year the bank decided it was time for Franklin and Sammy to make a return. 

“When You See A Need, Do A Good Deed” was announced to the public in early March during Read Across America week. It was illustrated by Ashley Moore’s son, Avery Moore, a senior Windgate Art Scholar majoring in fine arts at the University of Central Arkansas. Avery, who is unapologetically obsessed with giraffes, influenced the book’s zoo theme.

“I’ve drawn and painted giraffes since I was a kid,” he said. “I just think they’re really cool.” He had a giraffe motif on his groom’s cake at his May wedding and even fed giraffes during his honeymoon. “I had fun with my inner child and going back and drawing what I enjoyed as a kid,” Avery said.

He said working on the book with his mother, who is a graphic designer, was his favorite part. “I have a lot of good memories of creating with my mom,” Avery said. “It had been a minute since we got to collaborate, so this book was special to me because I got to work with her again.”

Patrom said the bank is a family, and it includes longtime First Service Bank President Tom Grumbles and his daughter, Robin Hackett, COO. Grumbles, Hackett and her daughters appear as characters in the book. Ashley said she worked with her son to “bring the images to life.”

First Service values patriotism and is known for its huge American flags, and the books include hidden flags for children to find. The bank’s corporate offices are in Greenbrier. The book complements First Service Bank’s Franklin and Sammy Cents children’s savings account which can be opened with only ^$5 and accrues interest with no monthly fees. Giving about 7,500 books to children who might not have any at home is another part of the project that warms Patrom’s heart. A digital audiobook version narrated by Patrom’s 9-year-old son, Duncan, and by Grumbles is available on the bank’s website, firstservicebank.com.

Patrom said the bank plans to continue the book series every other year with the same goals.

“We want to challenge [kids] with math questions, challenge them with reading,” he said.

“And also develop their character,” Ashley added. “Yes, we want them to know the importance of being smart with their money early — and learning how to manage their money … but more than that, what we were founded on is our family-oriented goodwill to the community. One of our slogans is, ‘Service is our Middle Name.’ It’s about practicing what you preach, teaching others to do the same thing, and that starts early.”