Glad to Hear that Your Bank Is Focusing on Marketing Once Again.
Our senior management has a retreat in the fall where they create the strategic plan
for the following year. I prepare a marketing plan with four or five main objectives
based on the strategic plan. The marketing plan is an overview of all major strategies
and tactics to reach those objectives. Due to the fact that we are a small community
bank and can be flexible, I publish the plan in six-month increments. In January,
I share the first- and second-quarter, and, at the end of June, I share the third and
fourth quarter. This plan is posted on the intranet so any employee of the bank can review it.
At this point in time, I am not part of senior management, so our president shares information
with the board and determines what is needed from me to get their input regarding marketing.
Itasca Bank & Trust Co. | Itasca, Ill.
ONE OF THE TOP CHALLENGES THAT SMALL-BUSINESS OWNERS FACE is marketing,
according to a new survey from CapitalOne, McLean, Va.
Only two in five of the survey respondents reported executing a marketing campaign in the past six
months, despite 70 percent who say that they would if they had the resources and capabilities.
“Small business is a driving force of our national and local economies and the fabric of the com-
munities we live, work and play in—yet many businesses struggle to market themselves effectively,” says
Keri Gohman, head of small business banking at Capital One. “That’s why we launched Spark Plug—to
recognize and reward small businesses with resources they need to help them reach new customers and
grow within their local markets.”
Throughout the Spark Plug campaign, business bank customers submitted nominations for the
chance to receive custom print, out-of-home, video, and digital advertisements, at no cost to them.
Throughout the Spark Plug campaign, Capital One selected 125 small businesses and produced 150
custom advertising assets. The assets will be marketed by Capital One in select cities beginning today
and over the course of the next few months on targeted media channels aimed at driving awareness and
reaching new customers.
“We heard what small businesses are craving most, and we’re taking action to meet their specific
Sixty-Four Percent Of Small Businesses
needs,” said Gohman. “We’re using our own advertising dollars to give our small business customers
a boost and help them gain more customers, and that’s really the most important thing to a business
Spark Business from Capital One comprises a suite of products and services specifically designed for
small-business, including credit cards with unlimited rewards, no-fee checking and savings, and secure
and flexible merchant service offerings. (
Name Marketing a Top Challenge in
Capital One Survey