Independent Banker - April 2020 - 55

a series of online ads that cycle through a few diff erent
messages, such as " Simple Choices. More Options. Smarter
Banking. Easier Living. "
Clicking on the ad takes consumers to a landing page
for more information. " They have the ability to open the
account online if they want to, " says Dawn Beers, Franklin
Savings Bank's vice president and marketing offi cer. " From
there, we're able to track how many accounts we open
during a timeframe. "
Even if the customer doesn't take any action, they will
still see the ads on other websites through remarketing,
which serves ads elsewhere on the internet to people
who have already visited your website. The community
bank also targets diff erent audiences via Facebook and
Instagram using a small visual, short copy and a call to
action that leads to a landing page.
In January 2020, Franklin Savings Bank's ads received
122,068 impressions and a clickthrough rate of .09%.
" For the retargeting during the same period, we had a
clickthrough rate of .19%, which is good for this type
of tactic. We opened three new checking accounts, "
Beers says.
Branch managers will also contact HR managers at local
businesses about coming in to speak with staff about the
bank's services. " We have the ability on the spot to open
an account, or we can take their information and make an
appointment to come into the branch, or they could do it
online as well, " Beers says.
The community bank's board members will hand out
referral cards to prospects that they want to cultivate.
When the prospect comes in and presents the card to the
retail team, the bank deposits $25 into the new account.
Beers adds: " We do get a fair amount of business out
of them. "
Get engrained in the community
Being an active part of the community is also a big part of
the acquisition strategy for $316 million-asset The Bank of
New Glarus in New Glarus, Wis.
" We take it upon ourselves to fi nd a way to maybe do
some guerrilla marketing or something outside the box
that the community doesn't expect, " says Daniel Rivera,
the community bank's marketing coordinator, " but in a
good way. "
For example, staff handed out sunglasses with The Bank
of New Glarus logo at a popular tubing spot. One tuber who
forgot his sunglasses said it saved his life and shouted that
he loved the bank. " It's ultimately the message that we are
independentbanker.org Q 55
" We take it upon ourselves
to find a way to maybe do
some guerrilla marketing or
something outside the box
that the community doesn't
expect, but in a good way. "
-Daniel Rivera, The Bank of New Glarus
here for you when you need us, " Rivera says.
Employees have volunteered to serve lunch at an
elementary school, clean up a highway and deliver care
packages to fi re and police departments. " One branch went
to a local senior center and off ered to paint the nails of any
of the ladies that wanted their nails done, " Rivera says. " It
doesn't cost much more than the time and eff ort, but they
so appreciated it. "
The Bank of New Glarus uses direct mail stamped with
" You're invited " on the outside envelope to invite prospects
to seminars. They have also started to make the transition
to more robust digital eff orts. Facebook is its biggest
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