ABA Honors 6 Banks with National Bank Marketing Awards

The American Bankers Association recognized the nation’s top bank marketing initiatives today at the 2025 ABA Bank Marketing Conference in New 

“Bank marketing is crucial for attracting and retaining customers in a competitive marketplace,” said Russell Davis, ABA’s executive vice president of member experience. “This year’s Brand Slam winners stand out for their highly creative approaches to connecting with their communities, personalizing customer experiences and building brand trust.”

A volunteer panel of 75 Certified Financial Marketing Professional (CFMP)-credentialed experts judged the concept, strategy, creativity, execution and impact of entries in six different categories: Integrated Marketing Campaign, Out of the Box Idea, Public Relations/Community Engagement Activity, Social Media Campaign, Video Campaign, and Website Redesign. A winner was selected for each category.

The 2025 ABA Brand Slam award winners are: 

Integrated Marketing Campaign

A bank that has launched a product, promoted a service or set out to market a particular line of business using multichannel tactics.

• Bank of Guam, Hagåtña, Guam, for its campaign titled “Proud to Be Small Business.”

Bank of Guam’s “Proud to Be Small Business” campaign was a fully integrated, multichannel effort designed to spotlight and celebrate Guam and Micronesia’s thriving entrepreneurial spirit. Rooted in storytelling, the campaign promoted Bank of Guam’s commitment to small business banking by elevating the voices of local business owners who embody innovation, grit, and community values. The series launched with inaugural features during Women in Small Business Month, the Super Bowl and International Women’s Month, strategically aligning with moments of heightened relevance and audience engagement. Each business was showcased through a professionally produced 60-second video aired on television (including Super Bowl airtime) and shared across social media platforms like Instagram and Facebook. These videos were supported by print ads, in-branch digital screens, and television placement. 

Out of the Box Idea

A bank strategy, campaign, promo item or another form of marketing genius that doesn’t fit in any other category. 

• Summit Bank, Eugene, Ore., for its “Do you want to Bank?” campaign. 

Summit Bank’s “Do You Want to Bank?” campaign blended cinematic storytelling, local nostalgia, and humor to deliver a bold brand message with heart. Premiered during its 10th year as title sponsor of the Eugene Chamber’s Celebration of Business, the 3.5-minute film paid tribute to Eugene’s culture, drawing inspiration from the University of Oregon’s iconic Nike “Shout” commercial and the classic movie Animal House, both shot locally. What made the video even more meaningful: every person featured was either a well-known client business owner or a Summit Bank colleague, highlighting the genuine relationships that define its brand. By casting its clients and colleagues, spotlighting a Eugene icon, and drawing from local pop culture, Summit Bank created a campaign that connected deeply and delivered results.

Public Relations/Community Engagement Activity

A bank PR/Community Engagement initiative generating positive buzz and fostering goodwill in the community.

• First National Bank Texas, Killeen, Texas, for its “15 Years of Empowering Youth Entrepreneurs - Lemonade Day Fort Cavazos Area” initiative.

Since its launch in 2009 by First National Bank Texas, Lemonade Day Fort Cavazos Area has empowered over 32,000 youth with real-world entrepreneurial skills. Through this hands-on program, young participants learn how to start, own, and operate a lemonade stand, gaining valuable lessons in financial literacy, goal-setting, customer service, and philanthropy. They attend workshops like Lemonade University, Design-a-Stand, Logo Contests, and pitch competitions that prepare them for business ownership. Collectively, participants have earned over $181,000 in revenue and donated more than $50,000 to charities, demonstrating their understanding of spending, saving, and sharing. In 2024, the program celebrated its 15-year anniversary with a Gala honoring youth and community supporters. 

Social Media Campaign

A social media strategy that resulted in clicks, conversions, engagement and impressions.

• Queensborough National Bank & Trust, Augusta, Ga., for its social media campaign titled “LOCAL Hats.”

To tap into the energy and global spotlight of The Masters Tournament held in its hometown of Augusta, Ga.,

Queensborough National Bank launched a hyper-local social media campaign centered around a giveaway of a limited-edition “LOCAL” hat. Designed in the iconic green and yellow style reminiscent of the tournament, the hat instantly became a viral conversation piece in the community. The campaign dramatically increased visibility during one of the most competitive media weeks in Augusta, driving a 21% follower increase on Facebook and sparking community excitement. Engagement was driven by authenticity, exclusivity, and organic word-of-mouth. The two posts garnered nearly 224,000 views and 4,676 interactions between Facebook and Instagram, with a reach of 92,126 users. 

Video Campaign

A campaign that uses video, whether digital or television, to effectively tell your bank’s story.

• Citizens First Bank, The Villages, Fla., for its video campaign titled “Tre Mann's Slam Dunk for Education: Buffalo Charity Checking.”

Citizens First Bank’s “Tre Mann's Slam Dunk for Education: Buffalo Charity Checking” campaign aims to raise awareness about its Buffalo Charity Checking accounts, created specifically to support students at The Villages High School. With every transaction made using this account, the bank donates $0.10 to the Buffalo Scholarship Foundation, and those funds are awarded to a graduating senior each year. The concept of the video was to creatively bring this impact to life by featuring the school mascot—a buffalo—as a student navigating the halls. In a surprising twist, the mascot is revealed to be Tre Mann, a former Villages High School student-athlete who now plays in the NBA and remains deeply connected to the community. 

Website Redesign

A website redesign that effectively employs concept, strategy, creativity and execution to achieve the bank’s desired results, whether it be to refresh the look or to enhance the efficiency of the user experience.

• Mercantile Bank, Grand Rapids, Mich., for its Mercbank.com redesign.

Mercantile Bank built a new website that is a fresh and modern experience for its customers, while staying true to its brand. The new site is designed to make it easier for customers and prospective customers to find what they need, provide a better navigation experience, and be responsive and mobile-friendly. The bank implemented HubSpot to unify content management, marketing automation and CRM into a single platform. This allowed the bank to deliver personalized user experiences, streamline content updates, and leverage built-in SEO and analytics tools — all while reducing technical overhead. It also leverages AccessiBe, a solution that uses AI to automate the process of identifying and fixing accessibility issues, making the website more usable for people with disabilities. 

To view these award-winners, click here.