How Community Banks Highlight Their Customers

The Role of Video and Photography in Banking Industry Marketing
Every year I have produced a video and photography project on banking and the importance of a community bank in the heart of a community. Our focus is on creating visuals to portray a thriving community by producing heartfelt conversations from business owners, farmers, and residents and why they feel it is essential to have a local community bank that supports and knows them. Of course, the bankers live in the community as well and are proud to be a part of everyone's success.

REAL Community Photos and Video vs Stock
Most of the marketing materials in today's banking industry includes lifestyle stock images (not photographed in their community). What I love about this project is we find real people with real community stories that are deeply meaningful. The videos we create include honest conversations with stakeholders that summarize annual projects that the community bank has financed and supported.

The story creation begins months in advance. We start with several phone conversations with the community bank leaders to get a feel for their community and hear the interesting stories they would like to highlight. This process helps us to create a storyboard and begin to outline the main points of the community banking story we will create.

I spend a lot of time researching the community to understand the essential messages and activities they would like to portray. I want to know the things they do for fun, the main business focus, and even the quick, interesting community tidbits. Once on-site, that research includes stopping in at a locally owned coffee place and also the watering hole where the community gathers.

I'd love to hear how you prepare for big projects that include telling the stories of a locale and its people.