Client: Independent Community Bankers of America

Publication: Independent Banker

Challenge: Independent Banker is the monthly national member magazine of the Independent Community Bankers of America (ICBA). The publication is sent to more than 12,000 C-level executives at independent community banks across the country. ICBA came to MSP Custom Content in 1995 with two problems: The design of the publication had grown out of date, and ad revenues were sluggish and low by competitive comparison. 

Solution: We gave the magazine a new bold and timely look. We also bolstered sales by adding a dedicated sales executive. ICBA's members took notice of the magazine, as did the industry in general. We created a unique value statement that clearly identified the magazine's strengths and audience, differentiating it from the competition. We continually reinforced this message through monthly promotions and direct sales efforts. 

Results: According to a recent survey of ICBA members, Independent Banker magazine was rated the most important benefit of ICBA membership, and it was ranked the leading source of community bank news. Just as important, from 1995 to 2005 we increased sales from $240,000 annually to approximately $1.7 million annually—a 600 percent increase in revenue.

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