Independent Banker - March 2023 - 5

FLOURISH
" For community banks, marketing
often points to finding ways
to educate, support and grow
community, as well as customer
knowledge and awareness. "
Rebeca Romero Rainey
President and CEO, ICBA
rue relationships withstand the
test of time, and such is the case
with the community bank/customer
connection. It's not unusual to hear
about a community bank having
served a family or a business for
generations, and that's a testament to
the strength of the relationship.
As we consider marketing in
this month's issue, I took time to
reflect on exactly what differentiates
the community banker and how
marketing can help in growing and
retaining business. I kept coming
back to the fact that for community
banks, marketing often points to
finding ways to educate, support
and grow community, as well as
customer knowledge and awareness.
By extension, these promotional
efforts assume a natural role in a
community bank's journey, just
enhancing what are already missioncritical
initiatives.
For example, consider ICBA
chairman Brad Bolton's Community
Spirit Bank in Red Bay, Ala., and
its work to share tips for financial
resolutions in the local paper.
Offering that information to the
community helps individuals
strengthen their financial savvy
T
and supports a broader story of
community bank leadership.
Or look to ICBA past chairman
Bob Fisher's bank, Tioga State Bank
in Spencer, N.Y., and how it teams
up with local television stations to
support cause-related activities, like
the No Shave November Cure the
Blue 5K. Not only does this event help
raise funds for an important program,
it also demonstrates the bank's
commitment to its community.
These examples offer only a
snapshot of what community banks all
over the country do to support their
communities from a mission-based
approach. In many cases, the added
promotion these efforts deliver is a
side benefit to serving the community.
That's precisely why these efforts
are successful: They garner attention
because they are the right things
to do. These stories create a value
proposition around why banking with
a community bank is so vital, and the
differentiation from megabanks and
credit unions happens by leading with
the community bank relationship
model front and center.
So, as you think about your bank's
planned storytelling this year, know
that ICBA is standing by to help. In
fact, stay tuned for a very exciting
announcement that we'll be making
during ICBA LIVE, which will
shine a light on what differentiates
community banking. And our work
won't stop there. We invite to you
join us as we continue to tell the
community banking story.
Because beyond marketing, what
you do matters to the customers and
communities you serve. You are and
will remain a partner through your
customers' lives and financial journeys.
From a marketing perspective, that's
an ideal place to be.
Connect with Rebeca @romerorainey
Where I'll be this month
I'll be connecting with community bankers from around the
country at ICBA LIVE in Honolulu, Hawaii, from March 12-16.
I hope to see you there!
independentbanker.org // 5
Photo by Chris Williams
http://www.independentbanker.org
Independent Banker - March 2023

Table of Contents for the Digital Edition of Independent Banker - March 2023
