Community Spark Award 2020 Finalist: Farmers & Merchants Bank - Social Assurance

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Community Spark Award 2020 Finalist: Farmers & Merchants Bank

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In the first quarter of 2020, the Farmers & Merchants Bank marketing team kicked off its “Make Some Noise with ME” campaign, which supports music programs throughout its communities. It made a major investment in one of its markets by sponsoring a new stage in the city park to hold free musical concerts. Unfortunately, the COVID-19 pandemic delayed the opening of the concert series, but following social distancing guidelines, the concert series was able to debut its first concert in June 2020.

When the pandemic reached new heights and stay-at-home orders were issued, the Farmers & Merchants marketing team thought it was important to encourage strength and unity during this time of hardship. Team members began to connect with their customers and community through social media platforms, starting with a message of “Pulling Together in New Ways,” followed by “Take a ME Moment” of 10 inspirational quotes.

As COVID-19 began to tear the seams of their small businesses by requiring them to close or reduce their hours, it became important to recognize and promote retailers in the communities of Farmers and Merchant Bank. In response, the bank took the “Take a ME Moment” concept and wrote narratives about its small business customers, encouraging social media followers to support these businesses by purchasing their products, food & beverage, or services. It posted 54 of these promotions resulting in tens of thousands of social media engagements.

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