Community Banks: Advertising and Marketing Expenses

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Community Banks: Advertising and Marketing Expenses

Oak Valley Community Bank spent a total of $237,000 on advertising in 2018, Central Valley Community Bank spent $758,000, and First Community Bank spent $2.011 million, which includes public relations spending.

OAK VALLEY COMMUNITY BANK

  • Oak Valley Community Bank spent a total of $237,000 on advertising in 2018 and $225,000 in 2017.
  • Oak Valley's total asset is $1.09 billion and $1.03 billion for 2018 and 2017, respectively.
  • The bank has not provided any breakdown of its advertising expenditure, but pointed out that its marketing strategy involved local advertising and promotional activities to attract business and acquaint potential customers with the bank's personalized services.

CENTRAL VALLEY COMMUNITY BANK

  • Central Valley Community Bank spent $758,000 on advertising for 2018, and $192,000 of which was spent in the third quarter of 2018 and $189,000 in the last quarter. In 2017, the bank spent a total of $638,000 on advertising.
  • The bank's total assets for 2017 and 2018 year was $1.66 billion and $1.52 billion, respectively.
  • Central Valley Community Bank has not published a breakdown of its advertising spending.

FIRST COMMUNITY BANK (FCB)

  • First Community Bank spent about $2.206 million and $2.011 million on advertising and public relations in 2017 and 2018, respectively.
  • FCB's total asset was $2.37 billion for 2017 and $2.26 billion for 2018.
  • The bank has not released a breakdown of its advertising and public relations spending, but the quarterly spending of the bank on advertising and public relations in 2018 are as follows: $522,000 (Q1), $461,000 (Q2), $478,000 (Q3), and $550,000 (Q4).

RESEARCH STRATEGY

To provide the advertising and marketing spend for three to four community banks located in Northern California, we started looking for a precompiled list of community banks in the counties of Butte, Glenn, Shasta, Tehama, and Colusa. For Butte County, we identified Butte Community Bank and Golden Valley Community Bank; however, Butte Community Bank closed its doors in 2016 and Golden Valley Community Bank does not publish any of its marketing/advertising budget or expenses in its 2017 and 2018 annual reports or anywhere in the bank's website. For Glenn County, we did not find any community banks. Shasta County has Butte Community Bank and Cornerstone Community Bank. Cornerstone Community Bank had no advertising/marketing spending for the fiscal year 2017 and 2018 in its annual reports. Tehama County has Cornerstone Community Bank, while Colusa County has River Valley Community Bank. River Valley Community Bank's financial reports for 2017 and 2018 show that the bank did not spend on advertising/marketing in any of those years.

Next, we searched through the database of banks in California and the list of accredited banks by the Federal Deposit Insurance Corporation (FDIC) for community banks located in the mentioned counties above. However, we found no other new bank other than those we already uncovered in our first strategy. We then moved on to search through trusted media sources, financial news articles, press releases, publications, and reports identifying community banks in the specified area, but still we could not find the requested information.

We changed strategy and looked into advertising and marketing agencies to see if any of their campaigns mentioned a community bank in the specified counties. For this approach, we discovered that MC2, a digital campaign expert, partnered with Golden Valley Bank to reinforce the bank's mission, values, and vision to the community. However, further research showed that there was no trace of the financial details of the campaign. This could be because the information on this marketing spend was not made public.

Lastly, we expanded the scope of our research to the whole of Northern California. This is how we identified three Northen California banks that had information on marketing spending in the public domain. We summarized our findings above.
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