Know-How Exchange : Advertising/PR

Banks are among the most disliked institutions these days after bailouts and increasing fees, so you want to conduct activities that embrace the community/potential customers.

If yours is a community bank, bring in your president and have him greet each visitor by name and enjoy idle chit-chat. Don't sell at an event. You will want to embrace your neighbors by asking and visibly promoting them via drawings/giveaways. If customers know that you're as committed to their community as their other trusted go-tos, they'll be more likely to do business with you after the party is over. It's all about being personable ... and of course, providing them with quality, trustworthy service.

Start by connecting to those in the new community that best need your help: small businesses (for loans), people poorly served by existing banks (perhaps low-income and/or children), etc.

Instead making the opening about your bank, take the budget and support a local non-profit whose mission you can support and draw attention to it. It'll allow you to co-market with them, and perhaps offer $100 (for example) will be donated to the charity for all newly established accounts (that have a minimum amount / minimum deposit amount / etc.).

How about finding an important charity in the community and providing exposure for them (and a $ gift) at your opening? Maybe it could become your key charity in this community? Or, perhaps you kick off "charity of the month" recognition which would allow a charity each month to put a display/literature in a designated location in the branch.

Based on recent history, financial institutions need to align themselves with a positive force. Community non-profits are struggling. Have a strong community commitment in your efforts.