Independent Banker - June 2021 - 35

Marketing
Last year challenged the marketers on our list to connect with their
communities. They discuss how they crafted messages that struck the
right tone with customers amid the discord of the pandemic.
Q: How did you engage customers during
the COVID-19 pandemic?
Molly Day: When it became necessary, we
shut our lobbies down, split our teams in half
and operated a drive-through only. Now we've
brought people back, and we're able to function
safely and responsibly. We did our best to stay
engaged with our customers and prospective
customers through our focus on relationship
banking. Our employees have always been
empowered and encouraged to keep those
one-on-one conversations going. As part of all
that, I've been paying close attention to our own
internal culture, making sure employees felt
supported, engaged and appreciated during
hard times.
Tyler Kraupp: We immediately went on the
off ensive to see where we could help. Our slogan is
" Committed to Community, " and this pandemic was
no diff erent in terms of our focus on doing whatever
it took to lend a hand to the community. Right away,
we set up a Community Commitment Fund with
other businesses, and we were able to allocate more
than $85,000 to local nonprofits who were working
on the emergency. We also started an initiative that
allowed us to deliver more than 1,000 meals to local
frontline workers at regional hospitals.
Jillian Malecha: What we do well-
community-banker partnerships, meeting
face-to-face and off ering personalized
services-had to evolve. We had to find a
way to let the community know that our
promises were not changing. We continued
to do educational messaging, especially
through videos. We launched a blog with a
library of resources and emphasized email
marketing that was segmented by customer
base, and we worked with small businesses
on navigating [Paycheck Protection Program]
loans and loan forgiveness. Through it
all, we continued to find ways to support
the community, such as by hosting virtual
graduations and food and clothing drives.
Molly Day, 33
Senior vice president,
chief deposit and chief
marketing off icer
FNBC Bank * Ash Flat, Ark.
* Established a new visual
brand and a brand council
for FNBC Bank
* Serves on the board of the
Spring River Innovation
Hub, which supports
entrepreneurs and
promotes local tourism
Tyler Kraupp, 30
Director of marketing
Bank of Idaho * Idaho
Falls, Idaho
* Managed the bank's virtual
events and hand-delivered
" thinking of you " kits during
the pandemic
* Led the marketing eff orts
of more than 1,200 firstround
Paycheck Protection
Program loans
Jillian Malecha, 39
Director of sales
and marketing
Roundbank * Waseca, Minn.
* Launched an educational
blog and chat feature,
which has given customers
the support they need
during the pandemic
* Transformed marketing
eff orts during the pandemic
to include sponsoring
graduations, partnering
with radio stations and
more -Eric Best
independentbanker.org Q 35
http://www.independentbanker.org

Independent Banker - June 2021

Table of Contents for the Digital Edition of Independent Banker - June 2021

Table of Contents
Independent Banker - June 2021 - Intro
Independent Banker - June 2021 - Cover1
Independent Banker - June 2021 - Cover2
Independent Banker - June 2021 - Table of Contents
Independent Banker - June 2021 - 2
Independent Banker - June 2021 - 3
Independent Banker - June 2021 - 4
Independent Banker - June 2021 - 5
Independent Banker - June 2021 - 6
Independent Banker - June 2021 - 7
Independent Banker - June 2021 - 8
Independent Banker - June 2021 - 9
Independent Banker - June 2021 - 10
Independent Banker - June 2021 - 11
Independent Banker - June 2021 - 12
Independent Banker - June 2021 - 13
Independent Banker - June 2021 - 14
Independent Banker - June 2021 - 15
Independent Banker - June 2021 - 16
Independent Banker - June 2021 - 17
Independent Banker - June 2021 - 18
Independent Banker - June 2021 - 19
Independent Banker - June 2021 - 20
Independent Banker - June 2021 - 21
Independent Banker - June 2021 - 22
Independent Banker - June 2021 - 23
Independent Banker - June 2021 - 24
Independent Banker - June 2021 - 25
Independent Banker - June 2021 - 26
Independent Banker - June 2021 - 27
Independent Banker - June 2021 - 28
Independent Banker - June 2021 - 29
Independent Banker - June 2021 - 30
Independent Banker - June 2021 - 31
Independent Banker - June 2021 - 32
Independent Banker - June 2021 - 33
Independent Banker - June 2021 - 34
Independent Banker - June 2021 - 35
Independent Banker - June 2021 - 36
Independent Banker - June 2021 - 37
Independent Banker - June 2021 - 38
Independent Banker - June 2021 - 39
Independent Banker - June 2021 - 40
Independent Banker - June 2021 - 41
Independent Banker - June 2021 - 42
Independent Banker - June 2021 - 43
Independent Banker - June 2021 - 44
Independent Banker - June 2021 - 45
Independent Banker - June 2021 - 46
Independent Banker - June 2021 - 47
Independent Banker - June 2021 - 48
Independent Banker - June 2021 - 49
Independent Banker - June 2021 - 50
Independent Banker - June 2021 - 51
Independent Banker - June 2021 - 52
Independent Banker - June 2021 - 53
Independent Banker - June 2021 - 54
Independent Banker - June 2021 - 55
Independent Banker - June 2021 - 56
Independent Banker - June 2021 - 57
Independent Banker - June 2021 - 58
Independent Banker - June 2021 - 59
Independent Banker - June 2021 - 60
Independent Banker - June 2021 - 61
Independent Banker - June 2021 - 62
Independent Banker - June 2021 - 63
Independent Banker - June 2021 - 64
Independent Banker - June 2021 - 65
Independent Banker - June 2021 - 66
Independent Banker - June 2021 - 67
Independent Banker - June 2021 - 68
Independent Banker - June 2021 - 69
Independent Banker - June 2021 - 70
Independent Banker - June 2021 - 71
Independent Banker - June 2021 - 72
Independent Banker - June 2021 - Cover3
Independent Banker - June 2021 - 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