Independent Banker - April 2023 - 5

FLOURISH
" Through national advertising, media
relations outreach, social media and more,
we will differentiate community banks in
the hearts and minds of Americans. "
Rebeca Romero Rainey
President and CEO, ICBA
o me, the community bank story
is personal. Growing up in a small
town and seeing firsthand the impact
community banks make shaped not
only my career path, but also how I
define community. I witnessed how
a bank's connection to its neighbors
brings hope, prosperity and continued
purpose for so many, demonstrating
the importance of supporting one
another so all can thrive.
I daresay that's a collective experience
for most community bankers, one
so familiar that we almost take it for
granted. But too many Americans are
in the dark about the community bank
difference and the way it changes their
community's potential. They don't
realize the tremendous value in our
ability to respond in times of need; they
don't understand the resilience and
flexibility that comes with working with a
bank that is part of the community. They
are unaware of the genuine difference a
community bank relationship can make.
That's why it's important to tell
our stories. If our neighbors have
not witnessed the community bank
difference personally, they don't know
what they're missing. When you're
exposed to that impact over time, you
see economic development in action-
how people come together and how
T
local deposits are used to support the
greater good.
There are lots of variables competing
for our attention: industry change,
regulatory pressures, competitive
threats and more. But it's more
important than ever for us to take a
step back, remember why we do what
we do and share that with the nation.
This is why ICBA is investing big
in the future of our industry with
the launch of a national campaign
for community banks. The public
awareness campaign, which has been
two years in the making, officially
launched at ICBA LIVE 2023. Through
national advertising, media relations
outreach, social media and more, we
will differentiate community banks in
the hearts and minds of Americans.
And we're making it as simple as
possible for you and your community
bank to plug into the campaign so our
reach can be even greater. With an
ICBA member-only national campaign
toolkit, you'll receive access to research
and industry insights, along with things
like ads, press releases, social media
posts and more that you can use in
your local market.
As we continue to prove, we are
most effective when we work together.
So, I encourage you to join us as we
educate the American public and
our target audience of communityminded
millennials and show them
the community banking difference. I
truly believe this national campaign is
central to ICBA's mission of creating
and promoting an environment where
community banks flourish.
So come along with us as we shine a
light on community banking. Because
now more than ever, it's our time
to shine.
Connect with Rebeca @romerorainey
Where I'll be this month
I'm on the road rallying community bankers to tell their
stories! I'm speaking at the Independent Bankers of Texas
Edge event and then joining colleagues at the Louisiana
Bankers Association annual convention in Asheville, N.C.
independentbanker.org // 5
Photo by Chris Williams
http://www.independentbanker.org
Independent Banker - April 2023

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