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How branding can broadcast community involvement

May 31, 2013 by Rebecca Hellmann — Marketing and Sales Coordinator, Welch ATM

Many financial institutions, large and small, pride themselves on a community focus. These FIs participate in local events, donate to charities, provide unique community programs and make a concentrated effort to be involved.

All of this activity not only serves the public, but also works to promote the institution in a positive light. The ultimate message being sent is "We are there for you."

Organizers of community events display sponsor logos on websites, banners, programs and apparel — but why stop there? Why let the event do all of the advertising? Why should the community be the only one shouting an institution's participation to the masses?

Take charge of your branding

Your community-focused FI should have a local events web page with prominent banners and links to participant registration information. Additionally, the FI should use posters and emails or mailers (or both) inviting members or customers to join in the fun while helping out the community.

Already have that? Then how about taking it a step further? Create online contests that increase awareness of your institution while promoting a community event. For instance, an online scavenger hunt that ends on the day of the event and awards prizes on the spot could bring more attention to the cause, and generate awareness of an FI's involvement.

Don't forget your remote locations!

There are plenty of ways to promote your brand at the ATM — colorful wraps, lighted toppers and marketing screens are a big push in the right direction. This branding can, and should, be directed toward raising awareness of your FI's community involvement as well.

Consider running an advertising screen during and between transactions with a QR code or web address for your events page. Or install an ATM video topper that shows the wide array of community participation in which the institution is involved.

What if your ATM branding wrap featured pictures from community events that include images of local employees who participated? How much more recognition might that bring to a credit union or bank?

Institutions often find that meaningful community involvement can help boost retention and attract new customers. But leaving the advertising and marketing solely in the hands of event coordinators and doesn't take full advantage of the opportunity.

Grabbing these marketing and branding opportunities and running with them is key to maximizing employee volunteer time, FI recognition — and those sponsorship dollars.

About Rebecca Hellmann

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