Independent Banker - June 2021 - 36

Marketing
cont.
Q: What messaging has resonated
with your audience?
Day: We've been telling the stories of
our customer relationships under the
brand umbrella of " Better Together. "
We really are relationship bankers,
so sharing more about our longterm
relationships, and some of our
strongest ones, has been helpful.
Kraupp: As a native Idahoan, I know that we
[know real authenticity when we see it]. At
Bank of Idaho, we've found that authenticity,
especially in this day and age, is our key
diff erentiator in everything we do-billboards,
community events, social media advertising,
right down to how someone applies for an
account or loan.
Malecha: We focus on the fact that these
are our neighbors and community members
that you're banking with. We have local
decision-makers. They're the people you'll
see at community sporting events, cheering
on the team with their families. It's always
been my thought that banking takes on a
new form when you get to know the person
you're banking with.
" What we do well-
community-banker
partnerships, meeting
face-to-face and
offering personalized
services-had to
evolve. We had to
find a way to let the
community know that
our promises were
·¸½ ¬±ª·°²·°ä
-Jillian Malecha, Roundbank
Q: Tell us about an eff ective marketing campaign you've run.
Day: We built and opened a new off ice in a growth market last year, opening our doors in early January.
I found ways to be very creative with the way it was promoted. [As of March 2020] we haven't been
able to do an off icial grand opening, but I hope that when we do, it will highlight not only our really cool
building but also show how we're pivoting and being as agile as we can.
Kraupp: Last year tested all marketers' brainpower and stamina. For example, designing " six feet apart " stickers
and sneeze guard vinyl graphics wasn't on my radar [in March 2020]. I'm especially proud of how I put what I
learned back in my high school web development class to work by helping our small business customers go
through their first round of PPP applications. It wasn't a bad way to help out the community that has done so
much for me over the years.
Malecha: We've been doing one-minute banker videos that address common customer questions or explain
topics they ought to know about. The goal is to help customers quickly and easily make more informed
decisions. With these videos, I get to highlight our own bankers, put a face to the brand and share the vast
amount of knowledge and experience our amazing team has.
Julie Kendrick is a writer in Minnesota.
36 Q ICBA Independent Banker Q June 2021

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
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Independent Banker - June 2021 - Cover3
Independent Banker - June 2021 - Cover4
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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
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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
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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
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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
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