Independent Banker - September 2017 - 44

Marketing
Leader
OneUnited Bank
Boston, Mass.
Marketing Leader: Pride Campaign
By immersing itself in a cause close to its heart, OneUnited
Bank connected with its audience in a profound way.
The $661 million-asset community bank, which has
branches in Boston, Miami and Los Angeles, aimed to bring
awareness to the growing social and collective economic
justice movements in the African-American community
through live video, compelling art and fresh content. It
challenged its audiences to consider their communities
and local economies in a new way.
" It's critically important to make sure that the community
you serve-both locally and online-understands
the causes and ideals that are of value to the bank, "
says Rochelle Hinds, social media marketing manager at
OneUnited Bank, which bills itself as " the nation's largest
black-owned bank. "
The social media and
marketing campaigns, spearheaded
by the #BankBlack
and #BuyBlack hashtags,
helped OneUnited grow its
Facebook community by
1,227 percent.
Debuting its " Amir " debit
card art, by artist Addonis Parker, in Times Square for the
world to see was a highlight of the campaign, but tracking
more than 1.75 million engagements will help it nurture the
resulting relationships and interactions for years to come.
oneunited.com
Social Media
Leaders
Fidelity Bank
New Orleans, La.
Social Media Leader: #FidelityFam Campaign
River Valley Bank
Wausau, Wis.
Social Media Leader: Victims Family Fund Campaign
It's no secret that community banks are vital to their communities
during times of need. Earlier this year, after a
tragic event, River Valley Bank went further by using social
media to drive outreach and support from neighbors,
media and other businesses in the region.
When four people, including two tellers from a neighboring
bank, were killed in a shooting in March 2017, River
Valley Bank sprang into action, developing a plan to bring
the region together in support
of the victims' families.
Throughout the 10-week
social media campaign,
the $1.14 billion-asset community
bank used its social media channels as a platform
to raise funds for victims and organize fundraising events,
increasing its reach by more than 1,333 percent.
rivervalleybank.com
44 ICBA IndependentBanker September 2017
Fidelity Bank's commitment
to " helping Louisiana small
businesses grow bigger, and
better than ever " is evident
in its feel-good videos, which
entertain while tugging on the
heartstrings.
The videos, which feature the
$781 million-asset community
bank's small-business customers,
draw audience members into
a world of local salons, rare-coin dealers and breweries.
The stories are simple and authentic, revealing as much
about the wider community as they do about Fidelity
Bank's friendly employees.
" Social media has helped to build our
brand internally and externally, " says
Tammy O'Shea, chief marketing offi cer
for Fidelity Bank. " Our social media
strategy is to educate, humanize our
brand and showcase our commitment
to the communities we serve. "
bankwithfi delity.com
For tips on how
to make your own
bank's social
shine, turn to
page 46.
Cheers!-Justin Boswell of Wayward
Owl Brewery (l) was the subject of one of
Fidelity's " Fidelity Frenzy " videos.

http://www.qmags.com/clickthrough.asp?url=www.oneunited.com&id=20343&adid=P44E1 http://www.qmags.com/clickthrough.asp?url=www.bankwithfidelity.com&id=20343&adid=P44E2 http://www.qmags.com/clickthrough.asp?url=www.rivervalleybank.com&id=20343&adid=P44E3

Independent Banker - September 2017

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