Pub. 4 2013 Issue 1

www.wvbankers.org 26 • Developing Support Messages – how to keep people engaged by providing backup information to support your request for action. Facts, quotes, case studies and similar documentation help to keep your target audiences motivated. • Arriving at Reward Messages – identifying what people get in exchange for their support of your organization. How is their world improved or impacted? People want to know what’s in it for them. This is where we tell them. Once you have your Streamline™ Message Matrix, your financial institution will have overall focus and clarity of communications. This system will allow you to inform your ambassadors at all levels, train new employees, educate com- munity partners, and generate press releases, op-ed pieces and other earned media communications. It also serves to help guide content, copy and creative develop- ment for marketing materials and media campaigns, including traditional advertising and public relations, as well as social media techniques. And, with the Streamline™ Message Development Matrix, you’ll get it all boiled down to one blueprint sheet for each tar- get audience. Another advantage of this system is that it can be revisited over time for purposes of updating. A branding strategy for your individual institution is some- thing you may want to consider developing or updating in 2013. Creating consistent messages – and cutting through the clutter to get them heard – is more important than ever in today’s crowded field of consumers. Q March 7 Mortgage Lending Compliance 17-22 ABA National Commercial Lending School 19 Deposit Compliance (Charleston), Co-Sponsored with PBS 20 Deposit Compliance (Bridgeport), Co-Sponsored with PBS 20 Credit Reports, Reporting Customer Data, Credit Scores & Compliance 21 Successful Consumer & Commercial Collections 27 & 28 Bank Security School April 7-12 GSB Bank Technology Management School 10 & 11 Operations/Technology Conference 16 & 17 Branch Management Series 18 Asset Liability Management & Investments 21-26 GSB Human Resource Management School 22-27 Money Smart Week 23 Teach Children to Save Day 24 Fair Lending Review & Update May 2 & 3 Credit Management Conference 9 Financial & Estate Planning Seminar 19-24 WV School of Banking 19-24 Lloyd P. Calvert Graduate School of Banking Mark Your Calendars! September 23 – 26 – Compliance School Visit www.wvbankers.org and click on the Event Calendar as new events are added. Webinars — Live and Recorded Visit our website www.wvbankers.org as dates and topics are announced . Graduate School of Banking Online Senior Management Seminars Visit www.gsb.org or our website as updates are added. Calendar of Events Register online at www.wvbankers.org Creating consistent messages – and cutting through the clutter to get them heard – is more important than ever in today’s crowded f ield of consumers. Q Your Brand — continued from page 25 Linda Arnold, M.A., M.B.A., is Chairman & CEO of The Ar- nold Agency, a marketing communications firm with of- fices in West Virginia, Montana and Washington, DC. Visit www.arnoldagency.com for more information.