New Jersey-based Valley Bank needed to increase awareness of their brand and expertise across key markets around their national footprint. Specifically, Valley faces fierce competition from larger financial organizations in competitive markets like South Florida.
Adding to the challenge, there were limited meaningful media opportunities due to very few financial-focused reporters who were covering the South Florida media market.
Despite these hurdles, B2 found a way to position one of Valley Bank’s market leaders. In a discussion with Charles Keys, First Vice President of Corporate Social Responsibility and Community Reinvestment Act officer at Valley Bank, B2 uncovered Keys’ role in addressing affordable housing in South Florida. His engagements with Habitat for Humanity and Brevard Housing Solutions positioned him as a credible thought leader on housing, which ties to Valley Bank’s community reinvestment initiatives and its deep community knowledge.
Solution
B2 collaborated with Keys to position him as an engaged thought leader on affordable housing. B2 recommended an op-ed, which is a short newspaper column that relays the writer’s expertise, knowledge and informed opinion on a topic.
The op-ed would highlight current challenges, underlying causes and actionable steps for businesses to contribute to affordable housing solutions. It would educate the South Florida business community on the affordable housing challenges, present opportunities to address it and encourage involvement in affordable housing solutions.
In crafting the op-ed, B2 and Keys researched housing data, citing data points such as South Florida residents’ median income levels and the impact of the $2.3 billion Sadowski Fund diversion on housing. They spotlighted local organizations like Habitat for Humanity Broward, Broward Housing Solutions and Community Partners of South Florida as crucial community partners with key resources and programs on the issue.
B2 strategically targeted the South Florida Sun Sentinel for its regional coverage spanning Fort Lauderdale, Broward County and southern Palm Beach County. Within two weeks, the op-ed was published, and Keys amplified its reach through LinkedIn, garnering positive feedback and engagement from business leaders.
Success
The op-ed effectively informed and mobilized the business community on affordable housing issues. It garnered significant attention and support, with positive feedback from key stakeholders and endorsements from key organizations like Brevard Housing Solutions and Habitat for Humanity. The op-ed also caught the attention of Keys’ peers, leading to similar pieces about affordable housing in other markets where Valley operates.
This successful collaboration exemplifies B2’s strategic approach and Valley Bank’s commitment to community engagement, underscoring the impact of targeted, well-timed communication in addressing pressing community challenges.