1. THE POWER OF YOUR VILLAGE
Why Effective Community Relations are Critical to your Bank Marketing
Aly Goodwin Gregg, Managing Partner
GuardianBridge, LLC

3. Internal
External
COMMUNITIES

4. INTERNAL
SUPPORT
ADVOCATE
DEFEND
FEEDBACK
DYNAMIC

5. CREATE A COMPREHENSIVE ONLINE FINANCIAL RESOURCE CENTER
TEXAS BANK & TRUST
CHALLENGE
CREATE A COMPREHENSIVE ONLINE FINANCIAL RESOURCE CENTER

6. YEAR ONE
Personalized support for online banking resonates with customers
CALL VOLUME INCREASES 25-30%

7. YEAR THREE
Year-long Branch Tour to promote e-banking products/services
20 branches | 13 unique communities
Traveling “Learning Labs” staffed by Marketing + E-Banking personnel
Launched “Chat” service with tour

8. RETURN ON INVESTMENT 40% increase in online banking usage
42% increase in mobile users
56% increase in eSTATEMENT users
16% increase in SMARTDeposit customers
7,240+ Live Chat Sessions in 11 months

9. 2017
2017 Website Redesign
Marketing + TBTmyWay teams collaborate on responsive site design
Streamlined. Simplified. Eliminated 65% of previous site content
Redesigned
Collaborative team effort
Utilized web | social | digital medium to communicate

10. EXTERNAL
AWARENESS
LEADS
OPTIONS
FEEDBACK

11. CREATE A UNIQUE EVENT TO SHOWCASE THE DOWNTOWN OF HISTORIC EDMOND, OK
CHALLENGE
CREATE A UNIQUE EVENT TO SHOWCASE THE DOWNTOWN OF HISTORIC EDMOND, OK

13. Heard on hurd overview Est. 2014
Monthly family-friendly street festival, occurring every third Saturday from March through October on Hurd Street in historic Downtown Edmond
Small business showcase
Highlight unique sense of community unique
Feature pop-up shops, live local bands, local chefs, etc.
Rotating local nonprofit to feature prominently at the event.
Spotlight on small business

14. Economic impact
2015 $1.5 Million 2016 $3.1 Million 2017….

15. 2017 TOTALS
159K
ATTENDANCE
$5.1M
ECONOMIC
IMPACT

16. THE BANK IS ONLY AS STRONG AS THE COMMUNITY

17. DEFINE
Purpose 1
Priority 2
Preference 3

18. KNOW
AUTHENTICITY
VALUE
RESOURCE
UNDERSTAND
IMPACT
PURPOSE

19. THE PLAN RESEARCH GOALS AUDIENCE MESSAGING STRATEGIES EVALUATE
What works? What didn’t work? What’s next?
STRATEGIES
The specifics of how we accomplish our good work
MESSAGING
What we say matters!
AUDIENCE
Define target audiences; determine communities
GOALS
What do you want to accomplish? Objectives must be measurable!
RESEARCH
Know your starting position
THE PLAN

20. PRIORITIES
STRATEGY
OWNERSHIP
BRAND
ENGAGEMENT

21. Anticipate your success
A positive force of change / change agent Be
Engaged & Proactive
Present
Relevant
a PLAN (and stick to it!)
Establish
chances for “going rogue”
Eliminate
the Process
Manage
Anticipate your success

23. Special thanks
Karen Partee, CFMP Executive Vice President | Chief Marketing Officer – Texas Bank and Trust Jill Castilla Chief Executive Officer – Citizens Bank of Edmond
Other Source Materials & Articles:
ABABankMarketing.com
FinancialBranch.com