A media engagement strategy centered on two of the bank’s specialty areas – commercial real estate banking and commercial healthcare banking – was designed and then executed in two distinct phases. First, the senior leadership team received media training, and marketing and media messages were developed. Then, collaboration with the bank’s leadership team shaped thought leadership perspectives and business advice. In turn, this information was disseminated through earned and paid media opportunities including bylined stories promoted posts on First National’s social media channels and deskside media introductions at target trade and business publications.

In one year of implementing this focused approach, media coverage of First National’s bankers in Colorado increased 95 percent, 100 percent of earned placement goals were achieved, and bankers enjoyed introductions to six top-tier media targets. Meetings with major Denver business and trade media outlets resulted in feature and byline stories in Denver Business Journal, Colorado Business Magazine, and BizWest.


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