Independent Banker - January 2019 - 28

PORTFOLIO
Brewing a new partnership
Marketing
Avidia Bank collaborated with
a local brewery to make a
" grand entrance " into a new market. By Katie
Kuehner-Hebert
alk about making a splash.
In 2017, Avidia Bank was about to enter
Framingham, a new market about 15 miles
southeast of its Hudson, Mass., headquarters.
As its staff made the rounds of local community
events introducing themselves, they kept
bumping into staff from another newcomer to
the area, Exhibit 'A' Brewing Co.
That hatched an idea about how the two could
get noticed in their new market. " We thought,
why don't we do something together? " says
Katelin Cwieka, assistant vice president, social
media and brand communications manager of
the $1.56 billion-asset community bank.
And that meant collaborating to produce a
28 Q ICBA Independent Banker Q January 2019
T
special brew, Demo Tape #19: Liquid Tender.
Avidia staff worked with the brewery to develop a
recipe based on the brewers' advice on what sold
best in that area: a New England-style IPA. " We
fi nally decided on the name Liquid Tender, which
worked out well, because there was a charitable
component to the eff ort, " Cwieka says.
The two companies donated $2 from every
four pack sold, totaling $1,700, to the Rise
Above Foundation, which serves foster children
in the MetroWest Boston region. The beer was
sold at the brewery, at two local establishments
and in select stores throughout the region.
" We did this because it was something completely
diff erent, " Cwieka says. " We also entered
a new market, and we thought this would be a
great way to make a grand entrance. "
To boost the campaign, the community bank
created a text-to-win campaign. Using information
on each beer can, people would text
Quick stat
20,000+
The number
of people who
engaged with
Avidia Bank
on Facebook
during its beer
campaign, up
from 600-800
people during
peak weeks

Independent Banker - January 2019

Table of Contents for the Digital Edition of Independent Banker - January 2019

Table of Contents
Independent Banker - January 2019 - Cover1
Independent Banker - January 2019 - Cover2
Independent Banker - January 2019 - Table of Contents
Independent Banker - January 2019 - 2
Independent Banker - January 2019 - 3
Independent Banker - January 2019 - 4
Independent Banker - January 2019 - 5
Independent Banker - January 2019 - 6
Independent Banker - January 2019 - 7
Independent Banker - January 2019 - 8
Independent Banker - January 2019 - 9
Independent Banker - January 2019 - 10
Independent Banker - January 2019 - 11
Independent Banker - January 2019 - 12
Independent Banker - January 2019 - 13
Independent Banker - January 2019 - 14
Independent Banker - January 2019 - 15
Independent Banker - January 2019 - 16
Independent Banker - January 2019 - 17
Independent Banker - January 2019 - 18
Independent Banker - January 2019 - 19
Independent Banker - January 2019 - 20
Independent Banker - January 2019 - 21
Independent Banker - January 2019 - 22
Independent Banker - January 2019 - 23
Independent Banker - January 2019 - 24
Independent Banker - January 2019 - 25
Independent Banker - January 2019 - 26
Independent Banker - January 2019 - 27
Independent Banker - January 2019 - 28
Independent Banker - January 2019 - 29
Independent Banker - January 2019 - 30
Independent Banker - January 2019 - 31
Independent Banker - January 2019 - 32
Independent Banker - January 2019 - 33
Independent Banker - January 2019 - 34
Independent Banker - January 2019 - 35
Independent Banker - January 2019 - 36
Independent Banker - January 2019 - 37
Independent Banker - January 2019 - 38
Independent Banker - January 2019 - 39
Independent Banker - January 2019 - 40
Independent Banker - January 2019 - 41
Independent Banker - January 2019 - 42
Independent Banker - January 2019 - 43
Independent Banker - January 2019 - 44
Independent Banker - January 2019 - 45
Independent Banker - January 2019 - 46
Independent Banker - January 2019 - 47
Independent Banker - January 2019 - 48
Independent Banker - January 2019 - 49
Independent Banker - January 2019 - 50
Independent Banker - January 2019 - 51
Independent Banker - January 2019 - 52
Independent Banker - January 2019 - 53
Independent Banker - January 2019 - 54
Independent Banker - January 2019 - 55
Independent Banker - January 2019 - 56
Independent Banker - January 2019 - 57
Independent Banker - January 2019 - 58
Independent Banker - January 2019 - 59
Independent Banker - January 2019 - 60
Independent Banker - January 2019 - 61
Independent Banker - January 2019 - 62
Independent Banker - January 2019 - 63
Independent Banker - January 2019 - 64
Independent Banker - January 2019 - 65
Independent Banker - January 2019 - 66
Independent Banker - January 2019 - 67
Independent Banker - January 2019 - 68
Independent Banker - January 2019 - 69
Independent Banker - January 2019 - 70
Independent Banker - January 2019 - 71
Independent Banker - January 2019 - 72
Independent Banker - January 2019 - 73
Independent Banker - January 2019 - 74
Independent Banker - January 2019 - 75
Independent Banker - January 2019 - 76
Independent Banker - January 2019 - Cover3
Independent Banker - January 2019 - Cover4
https://www.nxtbook.com/mspc/independentbanker/october2024
https://www.nxtbook.com/mspc/independentbanker/september2024
https://www.nxtbook.com/mspc/independentbanker/august2024
https://www.nxtbook.com/mspc/independentbanker/july2024
https://www.nxtbook.com/mspc/independentbanker/june2024
https://www.nxtbook.com/mspc/independentbanker/may2024
https://www.nxtbook.com/mspc/independentbanker/april2024
https://www.nxtbook.com/mspc/independentbanker/march2024
https://www.nxtbook.com/mspc/independentbanker/february2024
https://www.nxtbook.com/mspc/independentbanker/january2024
https://www.nxtbook.com/mspc/independentbanker/december2023
https://www.nxtbook.com/mspc/independentbanker/november2023
https://www.nxtbook.com/mspc/independentbanker/october2023
https://www.nxtbook.com/mspc/independentbanker/september2023
https://www.nxtbook.com/mspc/independentbanker/august2023
https://www.nxtbook.com/mspc/independentbanker/july2023
https://www.nxtbook.com/mspc/independentbanker/june2023
https://www.nxtbook.com/mspc/independentbanker/may2023
https://www.nxtbook.com/mspc/independentbanker/april2023
https://www.nxtbook.com/mspc/independentbanker/march2023
https://www.nxtbook.com/mspc/independentbanker/february2023
https://www.nxtbook.com/mspc/independentbanker/january2023
https://www.nxtbook.com/mspc/independentbanker/december2022
https://www.nxtbook.com/mspc/independentbanker/november2022
https://www.nxtbook.com/mspc/independentbanker/october2022
https://www.nxtbook.com/mspc/independentbanker/september2022
https://www.nxtbook.com/mspc/independentbanker/august2022
https://www.nxtbook.com/mspc/independentbanker/july2022
https://www.nxtbook.com/mspc/independentbanker/june2022
https://www.nxtbook.com/mspc/independentbanker/may2022
https://www.nxtbook.com/mspc/independentbanker/april2022
https://www.nxtbook.com/mspc/independentbanker/march2022
https://www.nxtbook.com/mspc/independentbanker/february2022
https://www.nxtbook.com/mspc/independentbanker/january2022
https://www.nxtbook.com/mspc/independentbanker/december2021
https://www.nxtbook.com/mspc/independentbanker/november2021
https://www.nxtbook.com/mspc/independentbanker/october2021
https://www.nxtbook.com/mspc/independentbanker/september2021
https://www.nxtbook.com/mspc/independentbanker/august2021
https://www.nxtbook.com/mspc/independentbanker/july2021
https://www.nxtbook.com/mspc/independentbanker/june2021
https://www.nxtbook.com/mspc/independentbanker/may2021
https://www.nxtbook.com/mspc/independentbanker/april2021
https://www.nxtbook.com/mspc/independentbanker/march2021
https://www.nxtbook.com/mspc/independentbanker/february2021
https://www.nxtbook.com/mspc/independentbanker/january2021
https://www.nxtbook.com/mspc/independentbanker/december2020
https://www.nxtbook.com/mspc/independentbanker/november2020
https://www.nxtbook.com/mspc/independentbanker/october2020
https://www.nxtbook.com/mspc/independentbanker/september2020
https://www.nxtbook.com/mspc/independentbanker/august2020
https://www.nxtbook.com/mspc/independentbanker/july2020
https://www.nxtbook.com/mspc/independentbanker/june2020
https://www.nxtbook.com/mspc/independentbanker/may2020
https://www.nxtbook.com/mspc/independentbanker/april2020
https://www.nxtbook.com/mspc/independentbanker/march2020
https://www.nxtbook.com/mspc/independentbanker/february2020
https://www.nxtbook.com/mspc/independentbanker/january2020
https://www.nxtbook.com/mspc/independentbanker/december2019
https://www.nxtbook.com/mspc/independentbanker/november2019
https://www.nxtbook.com/mspc/independentbanker/october2019
https://www.nxtbook.com/mspc/independentbanker/september2019
https://www.nxtbook.com/mspc/independentbanker/august2019
https://www.nxtbook.com/mspc/independentbanker/july2019
https://www.nxtbook.com/mspc/independentbanker/june2019
https://www.nxtbook.com/mspc/independentbanker/may2019
https://www.nxtbook.com/mspc/independentbanker/april2019
https://www.nxtbook.com/mspc/independentbanker/march2019
https://www.nxtbook.com/mspc/independentbanker/february2019
https://www.nxtbook.com/mspc/independentbanker/january2019
https://www.nxtbook.com/mspc/independentbanker/december2018
https://www.nxtbook.com/mspc/independentbanker/november2018
https://www.nxtbook.com/mspc/independentbanker/october2018
https://www.nxtbook.com/mspc/independentbanker/september2018
https://www.nxtbook.com/mspc/independentbanker/august2018
https://www.nxtbook.com/mspc/independentbanker/july2018
https://www.nxtbook.com/mspc/independentbanker/june2018
https://www.nxtbook.com/mspc/independentbanker/may2018
https://www.nxtbook.com/mspc/independentbanker/april2018
https://www.nxtbook.com/mspc/independentbanker/march2018
https://www.nxtbook.com/mspc/independentbanker/february2018
https://www.nxtbook.com/mspc/independentbanker/january2018
https://www.nxtbook.com/mspc/independentbanker/december2017
https://www.nxtbook.com/mspc/independentbanker/november2017
https://www.nxtbook.com/mspc/independentbanker/october2017
https://www.nxtbook.com/mspc/independentbanker/september2017
https://www.nxtbook.com/mspc/independentbanker/august2017
https://www.nxtbook.com/mspc/independentbanker/july2017
https://www.nxtbook.com/mspc/independentbanker/june2017
https://www.nxtbook.com/mspc/independentbanker/may2017
https://www.nxtbook.com/mspc/independentbanker/april2017
https://www.nxtbookmedia.com