Pub. 6 2011-2012 Issue 1

www.nebankers.org 8 Extraordinary Service for Extraordinary Members. L AST YEAR, ABA CHAIRMAN STEVE Wilson, chairman and CEO of LCNBNational Bank, Lebanon, Ohio, formed a task force of bankers to take up the challenge of improving our industry’s image, to helpmake those beacons shine brighter than ever. ABA Vice Chairman Matt Williams, chairman and president of Gothenburg State Bank inGothenburg, Neb., and Bick Weissenrieder, chair- man and CEO of Hocking Valley Bank in Athens, Ohio, co-chaired the Proud to Be a Banker Task Force. Nebraska Bankers Association President and CEO George Beattie also served on the task force. The result of the task force’s efforts is the newABAToolbox on Telling Your Bank’s Story. “There isn’t a banker in this coun- try who isn’t troubled by the criticism that our industry receives—in the media, from the public, and in Con- gress,” Williams and Weissenrieder said in the toolbox’s introduction. “Our real challenge is that custom- ers, neighbors, family and friends, reporters, policymakers, and even our staff members may not be well informed about all we do to contrib- ute to the success and growth of our communities.” The new toolbox is about communi- cating the good things banks do, such as how they lend to individuals and small businesses every day and faith- fully contribute to economic recovery and growth in their communities. It’s about sharing a positive story with employees, directors, customers, the media, and lawmakers. Resources include, among other things, a sample CEO letter to em- ployees, an outline for a bank impact statement, a customer survey, a speech and PowerPoint presentation to com- munity leaders, and tips for working with the media. You’ll also find great information about the entire banking industry. For example, did you know that one out of every three banks has served its local community for more than a century? Or that most banks (64 percent) have been in business for 50 years or more? You can use thematerials to develop a proactive, positive communications campaign to help your employees—who are all ambassadors for your bank and our industry—speak confidently and comfortably whether serving custom- ers in the bank or talking with friends at a barbecue. ABA members can download the free toolbox at www.aba.com/ members+only/bankstory_toolbox.htm. We have an opportunity to change negative perceptions about our indus- try. You can tell your bank’s story, rather than let others drive public and customer opinion by what they write, say, or believe about us. Z Washington Update With my roots in America’s Heartland, my very high esteem for bankers is no secret. In the many communities I have visited, one thing has always stood out: The strong, positive presence of a bank. You are beacons of hope, signaling a commitment to the economies of the communities you serve. Reach Gov. Frank Keating by e-mail at fkeating@aba.com. Share Your Bank’s Story Gov. Frank Keating , President & CEO, American Bankers Association Pictured from left to right during the 2011 NBA Annual Convention in Lincoln are NBA Chairman- Elect Clark Lehr of First Nebraska Bank in Columbus, ABA Chairman Steve Wilson of LCNB National Bank in Lebanon, Ohio, NBA Past Chairman Larry Marik of First National Bank of Columbus, NBA Chairman Kendell Holthus of Cornerstone Bank in York, NBA Past Chairman and ABA Vice ChairmanMatt Williams of Gothenburg State Bank, and NBA President & CEO George Beattie of Lincoln.