A Campaign That's Tested, Proven, and Successful
We’re more effective when we work together, community bankers. So come join ICBA as we shine a light on community banking. And, with ICBA’s National Campaign Toolkit you can take part.
We’ve been measured and meaningful in our approach. We used market surveys to capture insights, but the main takeaway is there is a clear opportunity to elevate – and in many cases – introduce community banking as a viable financial services category.
These insights and takeaways led us to launch pilot campaigns in three sample markets. The data we gathered from follow-up surveys showed us how to refine and position the campaign to take our compelling message national.
Check out the Research & Insights page to see what we learned. The below video commercials are part of the National Campaign and are not available for download and member use at this time. Members can share the videos on ICBA’s YouTube page via their own social channels.
National Campaign Ads
How We Got Here
Market Surveys
The first step in this process was to obtain market intelligence on awareness of and attitudes toward community banks that would serve as a pre-campaign benchmark. We gained valuable insights for campaign development from three markets (Albany, NY; Greenville, SC; and Dayton, OH).
Test Campaign
Then we launched a test campaign based off of the previously found insights from the consumer and small business markets. This test campaign launched in the previous markets mentioned and in multiple media channels that included display, video, audio, social, SEM, and out-of-home.
Follow-up Surveys
To see how well the test campaign worked, we collected post-campaign results through surveys in each of the three markets. We then compared that data to our pre-campaign measurements.
Market Surveys
The first step in this process was to obtain market intelligence on awareness of and attitudes toward community banks that would serve as a pre-campaign benchmark. We gained valuable insights for campaign development from three markets (Albany, NY; Greenville, SC; and Dayton, OH).
Test Campaign
Then we launched a test campaign based off of the previously found insights from the consumer and small business markets. This test campaign launched in the previous markets mentioned and in multiple media channels that included display, video, audio, social, SEM, and out-of-home.
Follow-up Surveys
To see how well the test campaign worked, we collected post-campaign results through surveys in each of the three markets. We then compared that data to our pre-campaign measurements.
"Supporting the local community" is the most popular and persuasive reason for choosing a community bank.
Explore Campaign Research, Strategies, and Creative Assets for Your Community Bank
The Opportunity
Learn how this campaign came to life and why your community bank should get involved.
Research & Insights
Developing our community bank-focused national campaign taught us many things. Here's what stood out and what you need to know.
