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Chair’s Column: Highlighting Bankers’ Recent Impact on Wisconsin Economy, Communities

The work of Wisconsin bankers is a critical part of people’s daily lives, even though much of it happens behind the scenes. Your customers experience it each day through their financial concerns, dreams, and achievements. Your community feels it through the volunteerism you provide to food pantries, shelters, schools, and many more important causes. While this work is done for the right reasons without recognition in mind, there is good reason to share positive stories about our industry. With a new ad campaign, WBA is shining a spotlight on the ways Wisconsin banks and their employees support their communities. 

The Paycheck Protection Program (PPP) heightened public awareness of just how crucial of a role banks play in the financial wellbeing of individuals, families, and businesses. Over 190,000 loans for a total of $14.3 billion were filed in Wisconsin, making the average loan amount nearly $75,000. Restaurants, beauty salons, hospitals, farms, manufacturing, travel agencies, breweries — the list of those helped through these loans goes on, as does the ability for these businesses to thrive. With the conclusion of PPP, the opportunity is here to showcase the value our industry adds to our communities.

The new WBA ad campaign, launched with Platform Communications, consists of billboards, digital advertisements, and thought leadership. The billboards are running over an eight-week period in five major Wisconsin areas: Eau Claire, Fox Valley, Madison, Milwaukee, and Wausau. Thought leadership builds on the media coverage that currently exists and emphasizes the voice of bankers in our state. Digital ads and videos draw attention to our industry advocacy priorities such as the Enhancing Credit Opportunities in Rural America (ECORA).

With a combination of positive messaging, issue advocacy information, and media coverage, WBA is excited to show Wisconsin the many ways that our bankers serve our communities. We have much to be proud of, and this is an ideal way to continue the momentum from PPP into the future of the industry. It is one of the many ways WBA plans to take action, and we look forward to what comes next. 

By, Cassie Krause