The American Bankers Association recognized three Midwest banks earlier this month at its 2024 Bank Marketing Conference in Chicago. The 2024 ABA Brand Slam awards recognized strong bank marketing strategies in six categories: Out-of-the-box idea; integrated marketing campaign; public relations/community engagement; social media campaign; video campaign; and website redesign.
- Carmel, Ind.-based Merchants Bank for its integrated marketing campaign, “No gimmicks. No minimums. No hidden fees.” The ad emphasized Merchants Bank’s “transparent and honest relationship with customers,” according to the ABA. The ad, which included bank CEO Mike Dunlap and mascot Hopper, ran during the Indianapolis 500, Super Bowl and Summer Olympics.
The ad reportedly led to the opening of nearly 4,250 money market and CD accounts along with $272 million in deposits during the first five months. Merchants Bank web traffic increased 61 percent.
- Oconomowoc, Wis.-based Bank Five Nine in public relations/community engagement for its “Tim’s Treat” initiative showing CEO Tim Schneider surprising local businesses or nonprofits with a visit and treat.
“By meeting members of the community, Bank Five Nine has increased exposure, brand awareness and social media engagement while showing their personality to customers,” according to the ABA. “To drive excitement and anticipation, Bank Five Nine gives hints on social media about the location, community and type of treat. Schneider then meets and engages with the community members, business owners and nonprofit leaders.”
- Spirit Lake, Iowa-based Bank Midwest for its social media campaign, “Meet Your Video Teller,” which highlighted the easy use of ITMs and overall service benefits. The ad also introduced faces “behind the screen” of its ITM service channels. Each video teller had a caricature featuring special service characteristics, while grouping them together as a team detailing the service benefits of ITMs.
In the three months following the ad, Bank Midwest experienced a 40 percent rise in use of the machines. By closing drive-ups on Saturdays, the bank cut 100 staff hours per month.
Other winners included Leominster, Mass.-based Fidelity Bank Co. for its “Lemonade Learning Club” campaign; Pittsfield, Mass.-based MountainOne for its video campaign “Mo’s Storybook Video Campaign”; and Holyoke, Mass.-based PeoplesBank for its ZYNLO Bank web redesign and expansion.
“Unique and impactful marketing initiatives help banks connect on a deeper level with their customers and communities,” said Russell Davis, ABA executive vice president of member experience. “This year’s Brand Slam winners all have demonstrated incredible creativity in finding new and different ways to engage with their customers.”