Independent Banker - June 2020 - 67

in Kansas City, Mo., was looking for a way
to humanize its brand and emphasize
its deep ties to its greater Kansas City
community. That led the $1.5 billion-asset
community bank to develop the Banking
on KC podcast in October 2019.
" We looked at it as, 'How can we really
position ourselves in the market to have
the ability to connect and as facilitators of
growth, to show that we're an integral part
of Kansas City?' " says Marla Youk, senior
vice president and director of marketing
at Country Club Bank.
All Banking on KC episodes and other
content are produced by Country Club
Bank's marketing department, but they
partner with a vendor for production.
They also have a contract with Kelly Scanlon,
known as one of Kansas City's " champion
entrepreneurs, " to host the podcast
and interview guests.
" It's a fun partnership at that point, if
you will. But we can say we curated this.
We developed it, it's completely ours. We
produce all of it, and we're very proud of
that fact, " Youk says.
Banking on KC, produced in a studio
located at Country Club Bank's headquarters,
releases a new episode each week
and features conversations with innovators
and community leaders. Scanlon and
guests talk about shaping the business,
cultural and economic landscape of Kansas
City.
" We're a part of the fabric that makes
this place Kansas City, and Banking on
KC is one way we can accomplish this in a
very approachable way that helps further elevate
the awareness of our brand, " Youk says.
Podcast guests have included Kansas City business
leaders from all types of industries, such
as the owner of a neighborhood coffee shop, the
publisher of the city's metro magazine, a bookstore
proprietor, a real estate group owner and
even Quinton Lucas, the mayor of Kansas City.
The episode featuring Lucas nearly tripled the
community bank's downloads that week.
" It's fascinating to see the diversity in the
stories that are out there, " Youk says. " The
variety of success stories and how it happens for
one person varies in how it compares to another.
They evolve in so many different ways, and it's
really interesting to see each individual path to
success and what that looks like. "
Not all guest speakers of Banking on KC are
customers of Country Club Bank, but many
are customers.
" We certainly look for the story, and we have
a lot of clients that have that, so it's one way for
us to help bring awareness to them and the great
things they are doing in Kansas City, " Youk says.
Learning to podcast
They don't teach podcasting in banking school.
The Country Club Bank team had to do its homework
to produce Banking on KC.
The community bank
started with a lot of research
into other local
podcasts that performed
well. However, the marketing
team was confident
in its vision from
the beginning. They
wanted to tell a weekly
story about someone in the community who really
made it, whether that was a business leader or
elected official.
Youk says producing the podcast is complex.
" You don't want to publish it and leave it. You
promote it and see it through. Also, you want to
be analytical. How are the numbers performing?
Where do we see the most interest going? Do we
Quick stat
20-25
The average
number of
minutes of each
episode of the
Banking on KC
podcast
want to continue going that direction? " she adds.
" There are a lot of different options. None of
them are right or wrong, you just have to analyze
it, evaluate and decide. "
Youk says the marketing team made minor
tweaks along the way, as they wrapped up season
one and started a second. She credits some of that
to a great working relationship with their vendors
and a strong vision from the start.
Reaping the rewards
Country Club Bank measures the podcast's success
in many ways. For the bank's marketing
team, it's more than the number of people tuning
in. Youk and her team have noticed that one
byproduct of the podcast is the increased pride
it has generated from their associates, especially
independentbanker.org Q 67
Name: Country
Club Bank
Assets: $1.5 billion
Location: Kansas
City, Mo.
http://www.independentbanker.org
Independent Banker - June 2020

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