Know Your Banker — Campaign Architecture
Three Tiers. One Story.
Market Presidents → C-Suite → Branch Managers  |  First Peoples Bank  |  Confidential
1
Market Presidents
The face of each market. Community authority + local credibility. Sets the tone for the entire campaign.
Launch First
💻
Landing Page
Bio, video embed, QR, schedule CTA
🎞
60–90s Video
Community story, in-market location
💌
Postcard
Direct mail + personal handout card
🖼
Lobby Poster
8×10 framed, QR code, lobby wall
📷
Social Content
3-post series per president
🆈
Billboard Option
Headshot + tagline + QR
Tone Authority Community Anchor Relationship-first
2
C-Suite Leaders
CEO, CFO, CDO, CCO — institutional trust, vision, and values. Audience is board members, business leaders, and media.
Week 4–6
💻
Landing Page
Mission-led bio, vision statement
🎞
90s–2min Video
Bank story, values, and vision
🖼
Lobby Feature
Large format display near entrance
👥
LinkedIn Series
Thought leadership, 4-week cadence
📰
Press Bio
Boilerplate for media + ICBA use
✉
Email Signature
Branded with campaign link
Tone Visionary Trustworthy Mission-driven
3
Branch Managers
Neighborhood faces. Daily trust. Walk-in familiarity. The retention and referral play.
Week 7–9
💻
Landing Page
Branch-specific, neighborhood tone
🎞
30–60s Video
In-branch, warm and community-led
📄
Counter Card
Teller station tent card with QR
🖼
Meet the Team Wall
8×10 portraits, entire branch staff
📷
Social Spotlight
1 post per manager at launch
💌
Postcard
Hyper-local neighborhood drop
Tone Warm Neighborhood Familiar
10-Week Rollout Timeline
All three tiers active by Week 9
Wk 1–2
Collect headshots, bios & contact info — all Market Presidents
Bank + WebMF
Wk 2–3
Film Market President videos · Build & launch landing pages
Creative Dir.
Wk 3–4
Print postcards + install lobby posters — Market Presidents
Branch Ops
Wk 4–5
Collect C-Suite assets · Build landing pages + LinkedIn series
WebMF
Wk 5–6
Film C-Suite videos · Install lobby feature displays
Creative Dir.
Wk 6–7
Collect Branch Manager assets · Begin "Meet the Team" wall design
Bank + WebMF
Wk 7–8
Film branch videos · Build branch landing pages · Print counter cards
Creative Dir.
Wk 8–9
Install "Meet the Team" walls at all branches · Launch social spotlights
Both
Wk 10+
Monthly social rotation · QR analytics review · Seasonal refreshes
WebMF
⚠ Compliance Checklist — Route to Melissa Brown before publishing
●NMLS numbers required on all materials featuring mortgage-originating lenders
●Any video or copy referencing specific loan products, rates, or terms must be reviewed
●No testimonial-style language or implied guarantees in any banker bio or quote
●Fair lending review — ensure campaign visually represents the full community served
●Social media policy review for all employee-featured content prior to posting
●"Member FDIC" and "Equal Housing Lender" required on all print and digital assets