Jaci and Michael Russo talk with the community bank marketers doing the work: what they built, what they would do differently, and the small moves behind it.
All episodes on brandRUSSOEach episode below comes with the one small move worth stealing from it.
Jeff McCarthy, SVP and Marketing Director, Bank Five Nine (Wisconsin)
How a bank founded in 1859 renamed itself Bank Five Nine, launched the new name in the middle of a pandemic, and measures what matters on social.
Track engagement, not followers, every month.
Stan Sorensen, AltaBank (Utah)
Consolidating five operating names into one, managing how customers felt about it for seven years, and hiring branch staff who live in the towns they serve.
Survey every branch visitor, every month.
Libby Cain, Extraco Banks (Texas)
Building a customer data platform inside marketing, weekly segment sprints, and emails that come from the customer’s own banker.
A quarterly email asking customers to update their information.
Camberly Gilmartin, community bank marketing leader
Marketing a community bank after an acquisition, standing out from look-alike banks, and why the banker still matters in the age of AI.
Call customers and ask why they bank with you.
Bryce McCuin, Director of Marketing, Bank South (Georgia)
Relationship marketing against big-bank budgets in Atlanta and Savannah, and testimonials shot with the cameras in view.
Spend time with your frontline to find the stories.
Ann Barilleaux, Marketing Director, JD Bank (Louisiana)
Marketing one relationship bank across rural and urban Louisiana with a team of two, under compliance.
Show up in each community, market by market.
Chanelle Yarber, marketer at First United Bank and agency owner
A bank marketer who also runs an agency on why so many campaigns start with a tactic, and how to zoom out to the outcome first.
Ask what outcome you want before you pick the channel.
Neville Billimoria, marketing leader for 24 years, Mission Federal Credit Union (California)
How a credit union grew from $1 billion to $7.5 billion in assets by staying hyperlocal, building culture first and treating compliance as a partner.
Win with consistency, not one big campaign.
Steven Bugg, President and CEO, Great Lakes Credit Union
A credit union CEO who calls himself the chief enthusiasm officer, on clear messaging and building the brand with your own people first.
Make sure your own team can say the message first.
Chelsea Vonder Haar, Chief Marketing Officer, USA Mortgage
How one marketing team supports more than 200 loan officers with direct mail, video and local partnerships, and treats its own lenders like clients.
Market your lenders to their referral partners.
Wendy Gugora, Director of Marketing, Prairie Capital Advisors
An investment banking firm built its brand on more than 20 webinars a year, books and client stories, so business owners learn before they buy.
Let clients tell their stories in their own words.
Kyle Geers, CPA, CEO and Co-Founder, Zeroed-In Consulting
A CPA on why small business owners need to understand their numbers, and how financial technology can help protect the brand.
Know your numbers before you spend on marketing.
David C. Barnett, small and medium-sized business expert
Why business is tough, why it pays to be realistic about every opportunity, and what to know about buying and running a business.
Be realistic about an opportunity before you commit.
Come on the show
Are you a community bank marketer with a story to tell? Start with a short call with Jaci.
Book a podcast chatNot sure where to start? Start with a 20-minute conversation about where your bank is and where it is headed.
Schedule a chat
