Finance
Case Study
SmartBank
Challenge
Ackermann was asked to assist SmartBank in its media relations and social media marketing strategies and execution. The financial establishment consists of banking locations specializing in checking and savings accounts, lending, investment, and retirement. SmartBank needed Ackermann to provide media materials to pitch regionally, offering information on branch development and giving recognition to the staff it cares deeply about. Additionally, they desired to increase brand awareness by communicating through social media posts and creating content relevant to current and prospective SmartBank customers throughout the Southeast.
Plan
Ackermann held meetings with SmartBank’s staff to work together in the development of an extensive, long-term media relations and social media marketing plan. SmartBank’s dedication to the communities it serves throughout the Southeast needed to be in the spotlight. Additionally, Ackermann noted that the financial institution always remembers that its employees are also community members, and wants to proudly announce their recruitment, advancement, and other notable achievements.
Through researching competitors and best practices both independently and as a team, Ackermann and SmartBank decided to develop digital marketing content via paid and earned media. Ackermann creates marketing content calendars and composes advertisements related to finance, lending, corporate, and personal banking for SmartBank to use on its traditional and social media channels.
In addition to digital marketing strategy and planning, Ackermann and SmartBank work together to generate other forms of local, regional, and national media attention for the brand and its employees by using traditional pitch materials. These press materials are pitched to tailored media lists in order to draw in professional and local community awareness.
Impact
Working in tandem with SmartBank, Ackermann has increased social media impressions, followers, and generated positive sentiment. Furthermore, the media materials Ackermann composes and pitches on SmartBank’s behalf continues to successfully bring attention to the bank, its staff, and its community.
SmartBank’s recognition in the financial industry has soared, and its brand awareness grows with it. The banking chain has even drawn attention to the development and planning of new branches. Ackermann’s work on behalf of SmartBank has amassed coverage in trade, local and national print and broadcast news. The SmartBank name has grown within the banking industry, the nation, and each town it serves.