First United Bank honored with national marketing award


Each year, the American Bankers Association (ABA) recognizes the nation’s best bank marketing initiatives at the ABA Bank Marketing Conference. The 2022 Brand Slam awards honored elite bank marketing strategies that stood out among huddles of nationwide entries from banks of all sizes.

First United is excited to announce that it has been recognized as the ABA’s 2022 Brand Slam award winner in the Integrated Marketing Campaign category for its First United Bank: United Acts of Kindness campaign. This category recognizes a bank that has launched a product, promoted a service or set out to market a particular line of business using multichannel tactics. A panel of more than 50 financial marketing experts reviewed the applications and judged them based on concept, strategy, creativity, execution and impact.

First United’s United Acts of Kindness campaign objective was to measurably increase the amount of kindness in 24 hours during the National Day of Kindness. The campaign used multiple integrated traditional and non-traditional marketing channels, including human, retail, digital and broadcast, and eclipsed its goal thrice with more than 300,000 acts of kindness logged during the February 17, 2022, event.

“I am so proud of our marketing team,” said Jade Metcalf, SVP and Director of Marketing at First United. “Their campaign work supporting United Acts of Kindness is officially the best in the country.

“This is an excellent example of how unique our brand is in the marketplace and what can happen when we prioritize serving our communities. Special thanks to our community banks for fully engaging with UAK – it really helped bring the award application to life.”

First United’s purpose is to inspire and empower others to Spend Life Wisely, which includes a holistic approach to life that encompasses financial well-being, faith, health and wellness, and personal growth.

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