The Marketing department has a hand in just about everything that happens at North Shore Bank, from supporting branch promotions, to handling our online presence, to larger programs to grow awareness of the bank among customers and prospects. This week, Marketing VP Kevin Wilderman breaks down everything his team does. Our featured branch last week was Oak Creek.

From left to right, starting at top left: Kate Knox, with husband Brian, at the Cliffs of Moher in Ireland; Nathan Dekker; Scott Stulo, with son Xander; Karen DeGarmo, with daughters Evelyn and Amelia; Kevin Wilderman, with Goofy; Mary Ott, with husband Rob, in the Arctic Circle; and Tim Gluth.

Personnel
Kevin Wilderman, VP, Marketing
Karen DeGarmo, Marketing Product and Channel Manager
Nathan Dekker, Retail Banking Information Manager
Tim Gluth, Digital Solutions and Emerging Media Manager
Kate Knox, AVP, Marketing Communications
Mary Ott, Marketing Coordinator
Scott Stulo, MCIF Database Administrator

What is your department’s main purpose, and what are the services it provides?
The Marketing department supports the bank’s goals for growth through sales and relationship development, community outreach, and brand awareness. We set and create brand messaging, and increase awareness of North Shore Bank within the bank’s overall marketplace through advertising, promotions, events, sponsorships, public relations, and social media. We also ensure that our existing customers are aware of products and services that may fit their needs, and we help develop new products and services that will satisfy customer preferences.

More specifically: We produce promotional and branded advertisements; create and maintain the bank’s website and social media channels to strengthen and build relationships; work with mortgage lenders, business bankers, and branch staff to achieve their sales goals; support and develop sponsorships and community events; and garner positive publicity for the bank. We also put together materials to educate and inform customers, and share those materials by way of the bank’s newsletters, blog, letters, merchandising materials, emails, social media accounts, website, and so on. Finally, we manage the bank’s marketing database (MCIF) and handle bank reporting/analysis, R1 promotion distribution, CD maturity notice program, and CTNA promotional account review.

What are some things you’d like other departments or branches to know about what your department does?
We have seven people in the department, with an average 12 years of experience at North Shore Bank. We work with departments all over the bank, and we really enjoy the chance to work with branches to make the most of their involvement in events. We see branch events as a great way to introduce new people to the bank, its products, and its helpful staff, and to provide financial education to the public and support for local initiatives. We also love to hear what branches are up to and receive event details and pictures to share online.

What events or projects or times of the year keep your department especially busy?
Spring, summer, and fall are especially busy for us, as the warm-weather months are packed with events that keep us hopping and we’re busy developing seasonal promotions, too. Workloads peak whenever we’re preparing for bankwide, regional, and branch events like the Free Community Shredding Days, Zoo Boo, the worn flag collection, the Racine County Fair, or Race for the Hungry; and for the big events we sponsor with partners like the Milwaukee County Zoo, Milwaukee County Parks, the Milwaukee Admirals, the Wisconsin Timber Rattlers, the Green Bay Gamblers, Taste of Lake Country, and the Racine Zoo.

And then, when major bank projects surface — like when a new branch opens, branches are relocated, renovated, or acquired, or a new product is being developed and introduced — the Marketing team plays critical roles that require added time and effort.

What are some important moments or people in the department’s history?
Immediately after 9/11, thousands of Americans were showing their patriotism by hanging U.S. flags outside their houses and businesses. As a result, a year later, some of those flags were beginning to look worn and tattered. That was when North Shore Bank stepped in to give people a place to bring their flags to be honorably retired. As a result, the bank has conducted a worn flag collection annually for the past 13 years consecutively, and respectfully retired over 30,000 flags.

In 2007, North Shore Bank hosted its first bankwide Free Community Shredding Day. Over the past nine years, the Marketing department has arranged additional bins and shred trucks to be on hand to aid customers and neighbors in the safe destruction of old papers with personal information at our offices, helping to prevent ID theft. With the help of employees, we have collected over 360 tons of materials and received high praise from participants and positive media coverage.

The Marketing department also set up celebrity visits with Olympic gold medalists Bonnie Blair and Paul Hamm, the NBA’s Andrew Bogut, Green Bay Packer John Jurkovic, and former Milwaukee Brewers player Rob Deer. And North Shore Bank was one of the first banks in the country to get into social media, with accounts on Twitter, Facebook, LinkedIn, Foursquare, and Pinterest.

Is there some music, or a TV show or movie or book or anything that’s notably popular among the people in your department?
While the interests of the Marketing team may vary — from Tom Petty to RC vehicles, The Walking Dead, trips to Las Vegas, DIY backyard projects, and family vacation destinations — we share one pursuit in common: upholding North Shore Bank’s brand and supporting its success by backing the needs of our fellow departments and offices.

Any exciting or noteworthy developments on the horizon for your department?
We’re about to launch two new online banking platforms: one for business, beginning July 1; and one for retail that will be available later this year. Business clients will soon have new tools and services that allow for greater flexibility when they’re conveniently managing their accounts online. Retail customers will find the same features and benefits they enjoy today, but the new service’s fresh look will make navigation easier, whether they are banking on their desktop computer, tablet, or mobile device.