THE POWER OF YOUR VILLAGE Why Effective Community Relations are Critical to your Bank Marketing Aly Goodwin Gregg, Managing Partner GuardianBridge, LLC

Internal External COMMUNITIES

INTERNAL SUPPORT ADVOCATE DEFEND FEEDBACK DYNAMIC

CREATE A COMPREHENSIVE ONLINE FINANCIAL RESOURCE CENTER TEXAS BANK & TRUST CHALLENGE CREATE A COMPREHENSIVE ONLINE FINANCIAL RESOURCE CENTER

YEAR ONE Personalized support for online banking resonates with customers CALL VOLUME INCREASES 25-30%

YEAR THREE Year-long Branch Tour to promote e-banking products/services 20 branches | 13 unique communities Traveling “Learning Labs” staffed by Marketing + E-Banking personnel Launched “Chat” service with tour

RETURN ON INVESTMENT 40% increase in online banking usage 42% increase in mobile users 56% increase in eSTATEMENT users 16% increase in SMARTDeposit customers 7,240+ Live Chat Sessions in 11 months

2017 2017 Website Redesign Marketing + TBTmyWay teams collaborate on responsive site design Streamlined. Simplified. Eliminated 65% of previous site content Redesigned Collaborative team effort Utilized web | social | digital medium to communicate

EXTERNAL AWARENESS LEADS OPTIONS FEEDBACK

CREATE A UNIQUE EVENT TO SHOWCASE THE DOWNTOWN OF HISTORIC EDMOND, OK CHALLENGE CREATE A UNIQUE EVENT TO SHOWCASE THE DOWNTOWN OF HISTORIC EDMOND, OK

Heard on hurd overview Est. 2014 Monthly family-friendly street festival, occurring every third Saturday from March through October on Hurd Street in historic Downtown Edmond Small business showcase Highlight unique sense of community unique Feature pop-up shops, live local bands, local chefs, etc. Rotating local nonprofit to feature prominently at the event. Spotlight on small business

Economic impact 2015 $1.5 Million 2016 $3.1 Million 2017….

2017 TOTALS 159K ATTENDANCE $5.1M ECONOMIC IMPACT

THE BANK IS ONLY AS STRONG AS THE COMMUNITY

DEFINE Purpose 1 Priority 2 Preference 3

KNOW AUTHENTICITY VALUE RESOURCE UNDERSTAND IMPACT PURPOSE

THE PLAN RESEARCH GOALS AUDIENCE MESSAGING STRATEGIES EVALUATE What works? What didn’t work? What’s next? STRATEGIES The specifics of how we accomplish our good work MESSAGING What we say matters! AUDIENCE Define target audiences; determine communities GOALS What do you want to accomplish? Objectives must be measurable! RESEARCH Know your starting position THE PLAN

PRIORITIES STRATEGY OWNERSHIP BRAND ENGAGEMENT

Anticipate your success A positive force of change / change agent Be Engaged & Proactive Present Relevant a PLAN (and stick to it!) Establish chances for “going rogue” Eliminate the Process Manage Anticipate your success

Special thanks Karen Partee, CFMP Executive Vice President | Chief Marketing Officer – Texas Bank and Trust Jill Castilla Chief Executive Officer – Citizens Bank of Edmond Other Source Materials & Articles: ABABankMarketing.com FinancialBranch.com