Valley Bank, a relationship-focused financial institution with a growing presence in Florida and Alabama, faced a common—but high-stakes—challenge: how to enhance its brand reputation and visibility in crowded markets. With business development goals tied to building influence and trust with C-suite decision-makers, the bank needed more than advertising or direct outreach—it needed credible third-party validation.
Solution
B2 Communications developed and executed a yearlong awards strategy aimed at elevating and enhancing its brand reputation in Valley's key business hubs. These hubs crossed Florida and Alabama—including Tampa Bay, Orlando, Jacksonville, South Florida, and Birmingham.
Rather than casting a wide net, B2 zeroed in on highly credible, business-facing awards. These awards aligned with the bank’s values: leadership, philanthropy, and innovation. B2 began with in-depth interviews with Valley’s internal teams and analyzed how peer institutions positioned their leaders and impact in award submissions. This strategic research enabled B2 to match bank executives and initiatives with awards that would not only boost visibility but also strengthen Valley’s standing with business influencers.
Over the course of 2024, B2 wrote, edited, and managed submissions that emphasized Valley’s community engagement and leadership. Submissions were timed throughout the year to build momentum. Recognitions were amplified through digital and social media, executive channels, and in-person events.
The campaign significantly outperformed its goals with 8 major award wins—double the initial target. These “wins” included:
- Orlando Business Journal “Women Who Mean Business” (Lynetta Steed)
- Tampa Bay Business Journal “40 Under 40” (Benjamin Powers)
- American Bankers Association Community Commitment Awards (Honorable Mention)
- Tampa Bay Business & Wealth Philanthropist of the Year finalist
- Tampa Bay Business Journal ONE Awards
- Tampa Bay Business Journal Power 100 (Joe Chillura)
- Birmingham Business Journal’s 40 under 40 (Edward Hobbs)
- Alabama Bankers Association Excellence in Banking Awards:
- Dana Moore, Lending/Sales Associate of the Year
- Amanda Parmley, Branch Management Associate of the Year
These recognitions increased Valley’s presence in publications with a combined reach of 1.4 million business and community leaders across Florida and Alabama.
Additionally, the campaign sparked greater internal engagement, with 6 Florida and Alabama bankers submitted for awards in 2024—more than double the prior year.
Success
Valley Bank’s award wins created more than media exposure—they earned the trust of key audiences and opened doors for deeper business relationships. At events like the 40 Under 40 celebration, the ONE Awards, and the Alabama Excellence in Banking ceremony, Valley executives strengthened connections with business and nonprofit leaders, reinforcing the bank’s identity as a community-first institution with industry-leading talent.
B2’s awards strategy helped Valley secure third-party credibility in a way that advertising can’t replicate. More than a trophy shelf, the campaign contributed to a culture of leadership recognition that is now embedded in the bank’s Florida and Alabama growth strategy.