Community Banks - Advertising Insights and Trends

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Community Banks: Advertising and Marketing Expenses

Community banks in California spend hundreds of thousands on advertising and marketing. The advertising spends of four community banks in California have been identified and provided below.

Central Valley Community Bancorp

  • About: Central Valley Community Bank is a California State-chartered bank that was founded in 1979. It operates full-service offices in 17 communities within the San Joaquin Valley and Greater Sacramento Regions including "Cameron Park, Clovis, Exeter, Folsom, Fresno, Gold River, Kerman, Lodi, Madera, Merced, Modesto, Oakhurst, Prather, Roseville, Stockton, and Visalia".

LightHouse Bank

  • About: Lighthouse Bank is a locally owned and operated independent bank serving Santa Cruz and Santa Clara Counties. It was founded in Santa Cruz in October 2007 by approximately "350 local residents, professionals, and small business owners."

Santa Cruz County Bank

  • About: Santa Cruz County Bank is a locally owned and operated community bank that was founded in 2004 by a group of "local business people who share a common commitment to the Santa Cruz area".

CalPrivate Bank

  • About: CalPrivate Bank is a wholly-owned subsidiary of Private Bancorp of America, Inc. (PBAM). It is headquartered in LA Jolla California. It serves its clients through branch locations in "Coronado, San Diego, La Jolla, Newport Beach, South Bay, and Beverly Hills".
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Part
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Community Banks: California Case Studies

There are no case studies or reports in the public domain with insights into successful advertising campaigns produced by community banks in California. Due to the lack of information specific to advertising campaigns by community banks in California, the research team extended the investigation and identified a successful advertising by City Community Bank in Utah. However, this research also provides information relevant to marketing and web traffic acquisition efforts by two community banks in California as a proxy for the required information.

CITY COMMUNITY BANK, UTAH

  • City Community Bank in Utah partnered with ZAG Interactive to create a series of social media advertising campaigns, which help the bank increase brand awareness, customer engagements, and sales increases.
  • The advertising campaign took a comprehensive and integrated approach that conceptualized and produced social media paid campaigns across the various social media platforms the bank had accounts on, according to ZAG Interactive's report.
  • Also, the bank created landing pages, homepage banner ads, and in-branch materials that were unique to the launched social media ads, helping the bank to deliver a seamless experience to customers, which generated trust and supported the bank's business initiatives.
  • Due to this campaign, City Community Bank, Utah witnessed increased social media connections and website traffic, as well as the growth of its audience reach and engagement across all channels. The campaign reached over 391k people, generating 1,319% more customer engagements and 330% of increased social connections over one year.
  • Also, the campaign helped the bank to get a 7,300% growth in social media website sessions and got visitors to spend about 1.56 minutes longer on the City Community Bank, Utah website.
  • Unfortunately, this case study report by ZAG Interactive did not reveal insights, describing the campaign messaging, taglines, when the campaign ran, whom the campaign targeted, or the budget for the campaign.

HELPFUL FINDINGS

  • Central Valley Community Bank reported $758,000 in advertising expenses in its 2018 annual report. However, the company did not provide details of the campaigns that accounted for such expenses; neither was other information in the report relevant to this request.
  • A report by Community Banker listed community banks in California details banks having high website traffic.

RABOBANK AMERICA

  • As per site traffic analysis by SimilarWeb, Rabobank America, a community bank in California gets over 308k monthly website visitors. The channels the bank receives this traffic from includes direct (72.45%), search (19.4%), referrals (5.18%), email (1.92%), and social media (1.02%).
  • This analysis by SimilarWeb showed that most people visiting Rabo Bank do so directly through its website without coming through other external mediums.
  • According to company advertiser profile by AdBeat, 88% of ad campaigns by Rabobank America are image ads. Unfortunately, this report by AdBeat did not provide insights into the performance of such campaigns.
  • The advertiser profile of Rabobank provided by SpyFU also showed that the company's website traffic comes directly from people visiting the bank directly.

CALIFORNIA BANK & TRUST

  • California Bank & Trust, a community bank in California, receives over 336k monthly website visitors. The channels the bank is getting this traffic from are direct (73.63%), search (13.85%), email (10.27%), referrals (1.31%), social media (0.80%), and display ads (0.14%).
  • The analysis by SimilarWeb revealed that most people visiting California Bank & Trust do so directly through its website without coming through other external mediums.
  • According to company advertiser profile by AdBeat, 99% of ad campaigns by California Bank & Trust are programmatic ads. Unfortunately, this report by AdBeat did not provide insights into the performance of such campaigns needed in this request.
  • The advertiser profile of California Bank & Trust provided by SpyFU also showed that the company's company's website traffic comes directly from people visiting the bank directly.

RESEARCH STRATEGY

The research team began by investigating marketing and media publications, hoping to find reports or case studies of successful advertising campaigns by community banks in California. For this, we researched portals like Ad Age, The L.A. Times, Marketing Week, and others. Unfortunately, such information was not available; instead, we found reports of significant advertising campaigns by multi-national banks in the U.S., which were not relevant to this request.

Next, we proceeded to research significant community banks in California, then continued to investigate their websites and social media accounts with the hope to locate details of successful advertising campaigns by them. For this, we discovered a report by The Community Banker listing all the community banks in California; however, when we investigated the directories of several of them, there was no information relevant to advertising campaigns.

Therefore, we switched strategies and used website and advertising analysis tools like SimilarWeb, SpyFU, and AdBeat in order to identify those banks identified from the list by The Community Banker that had high website traffic volumes in hope of then finding the source of their high web-traffic volumes. This investigation revealed the traffic volumes, acquisition channels, and the most significant type of ad campaigns used by the two community banks having high website traffic. Still, there was no information discussing the details of the successful advertising campaigns produced by these banks in the public domain.

Finally, we extended the research beyond California and located a case study of an advertising campaign by a community bank in Utah. Other reports identified (like these by BAI and Bankbound) only provided details of how community banks could increase deposits, but did not provide insights into successful adverting campaigns by them. Hence, due to the lack of the required information specific to successful advertising campaigns by community banks in California in the public domain, we provided the data identified in the research, as a proxy for the needed information.


Sources
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