HOW MARKETING AND PROMOTION ARE EVOLVING FOR COMMUNITY BANKS By Jennie Brady, Director of Creative Solutions, Spry ICBC Associate Member — PART 1 For more than 30 years, Spry has been dedicated to supporting community banks with a comprehensive range of brand optimization services, including print, promotional items, marketing solutions and streamlined operational strategies. Throughout our journey, we’ve witnessed significant shifts in the marketing landscape, giving us valuable insights into the future direction for community banks. Unlike large national banks, community banks are deeply embedded in the communities they serve. They prioritize relationships over transactions, offering a level of customer service that larger institutions often cannot match. This focus on personalized banking experiences and local economic development gives community banks a unique value proposition. DIGITAL TRANSFORMATION AND ITS IMPACT ON MARKETING The digital age has transformed every aspect of banking, from how services are delivered to how banks engage with customers. Community banks, traditionally slower to adopt new technologies compared to larger institutions, have recognized the need to embrace digital transformation to remain competitive. Social Media Engagement Social media is a powerful tool for community banks to connect with their customers on a more personal level. Platforms like Facebook, Instagram and LinkedIn allow banks to share stories, highlight community involvement and provide valuable financial tips. By showcasing their commitment to local communities, community banks can differentiate themselves from larger institutions that often lack this personal touch. Content Marketing Content marketing has also become a key strategy for community banks. By creating and sharing informative content — such as blog posts, videos and newsletters — banks can position themselves as trusted financial advisors. Topics like financial literacy, small business financing and homebuying tips 28 | INDEPENDENT REPORT
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