Independent Banker - June 2023 - 38

Marketers
2023 COMMUNITY
BANK LEADERS
These marketing leaders are getting the word out
These winners are boosting their community banks' profiles through the clever use of marketing,
from print products to social media. By William Atkinson
Q: What is important to you
in creating an effective
marketing strategy?
Carolyn Watson: Keeping the
customer experience top of mind when
planning all marketing strategy is
important. ... How will they engage with
your campaign? How will they take
the next step? How will they get more
information on the product or service?
Victoria Denning: First and foremost,
it is about providing our customers
with the products and services that
meet their needs. It is also important
that we stay true to our locally owned
community bank roots by ensuring that
all of our marketing efforts represent
our local community and the people
and businesses that we serve.
Ryan Gerber: Effective
communication. I believe in being
accessible by phone during all hours
of the day. Open communication
is essential to landing deals and
closing deals and will help mitigate
any potential frustration that may
happen during a transaction. I also
believe simplicity is the answer,
especially in banking. I feel bankers can
overcomplicate the transaction, and we
are straight shooters when it comes to
our product.
Q: What is the marketing
accomplishment of which you have
been the proudest in the last year?
Watson: I produced my first ever
local cable commercials, which told
Victoria Denning, 39
Chief administrative officer
 Denali State Bank | Fairbanks, Alaska
Victoria Denning led the rebrand of Denali State
Bank's logo, which hadn't been updated in more
than 35 years. By developing a marketing plan
using print materials, social media and even a
blimp, Denning raised awareness of the bank's
new brand.
Ryan Gerber, 31
EVP of bank stock lending
 Chippewa Valley Bank | Hayward, Wis.
Chippewa Valley Bank has a goal to move from
a regional to a national level with its Bank Stock
Lending program. Ryan Gerber has furthered
this goal, cold-calling numerous community
banks across the country and adding four
states to the community bank's roster.
Carolyn Watson, 34
Marketing officer
 Ambler Savings Bank | Ambler, Pa.
To show Ambler Savings Bank's dedication to its
customers, Carolyn Watson created its Bank Local
campaign in 2021. And in 2022, she concepted and
managed the creation of TV commercials featuring
real-life customers of the bank. The campaign's
digital ads have resulted in an increase in traffic to
the bank's website of 2,000%.
38 // ICBA Independent Banker // June 2023

Independent Banker - June 2023

Table of Contents for the Digital Edition of Independent Banker - June 2023

Contents
Independent Banker - June 2023 - Contents
Independent Banker - June 2023 - Cover1
Independent Banker - June 2023 - Cover2
Independent Banker - June 2023 - Contents
Independent Banker - June 2023 - 2
Independent Banker - June 2023 - 3
Independent Banker - June 2023 - 4
Independent Banker - June 2023 - 5
Independent Banker - June 2023 - 6
Independent Banker - June 2023 - 7
Independent Banker - June 2023 - 8
Independent Banker - June 2023 - 9
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Independent Banker - June 2023 - 14
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Independent Banker - June 2023 - 16
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Independent Banker - June 2023 - 18
Independent Banker - June 2023 - 19
Independent Banker - June 2023 - 20
Independent Banker - June 2023 - 21
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Independent Banker - June 2023 - 31
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Independent Banker - June 2023 - 35
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Independent Banker - June 2023 - 38
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Independent Banker - June 2023 - Cover3
Independent Banker - June 2023 - Cover4
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