Focus : Banking & Finance Thinking local Bank encourages businesses to exhibit and build ‘buy local’ awareness

Focus : Banking & Finance
Thinking local
Bank encourages businesses to exhibit and build ‘buy local’ awareness
BY KATHY KAHN

Provident Bank’s 33 branches all hope to bring something unique to their respective communities, says Stephen Dormer, executive vice president and strategic planner. “Our focus is to be as connected to our local community as we can be.”

The bank’s branch on Route 17M, in the village of Monroe, connects with its 4,000 banking customers through an innovative “buy local” display. Jeff Hering, who had been with several financial institutions before joining Provident (www.providentbanking.com) six months ago, manages the 17M branch.

He says going to work for Provident was “an easy choice because the management team is so experienced. I love working with Bill Vacca, Jennifer Rundel and Michelle Mabee, who recently became regional sales manager.

“What I like is the flexibility they (Provident) offer their staff…they encourage creativity and really give their management team at each branch the ability to connect to their neighborhood without micromanaging them…the result is the people who work at the branch really do get connected to their customers.”

The Route 17M branch, formerly the Warwick Savings Bank building, would regularly display local art to help a local artists’ league. Hering decided he wanted to continue the tradition and took it a step further, not just with art displays but, by showcasing a local business each month. “It’s been very successful,” says Hering. “We have a very busy branch and have a large lobby area. We are giving our customers something pleasant to look at while they are waiting on line and it also may inspire them to try one of our local businesses, who also happen to be our customers.”

BOOKED FOR THE YEAR

December’s business display, Flowers by David Anthony, celebrated the holiday season, complete with a decorated archway. “They had a great set up, and it was very eye-catching.” Flowers’ manager, Cindy Flood, agreed. “We really enjoyed having the opportunity to let people know about our business,” she said. “We had our business cards available in the bank where we put up our display and we did get phone calls and customers as a result.”

Other Provident commercial customers have enjoyed similar exposure and had the opportunity to raise local awareness about their businesses. Opus Steakhouse had a food-tasting booth, and Star Liquors had a display at the bank during the holiday season but there were no samples available. “After all,” reasoned owner Alan Glass, “when can you offer customers a wine-tasting when they are banking -- before or after they reach the teller? We did host a wine-and-cheese party for the bank and its commercial customers after-hours. I thought it was a great concept and was very happy when Provident’s manager approached us and asked if we’d like to participate.”

February’s display was created by Moondancer in Sugar Loaf, which has a wide range of southwestern art. Nanci Browne, a school counselor at Chester Academy, liked the bank’s concept. “The display caught my eye as soon as I entered the bank,” says Browne. “I think it is a great idea to help promote local businesses and I will be sure to visit their Sugar Loaf location.”

Hering’s initiative in creating the monthly business display reflects the kind of banking behavior Dormer says Provident will continue to build its reputation upon. “Let’s face it, there is a lot of competition in the marketplace. Yes, we are the largest bank on the west side of the Hudson; in order to remain strong, we need to keep our ties to the community strong. It’s not unusual to find many of our executives and branch personnel taking part in community activities.” To respond to the needs of its customers, many of Provident’s branches are open seven days a week. “Some people cannot do banking on Saturday and we wanted to respond to that,” said Dormer. “As a result, we now offer Sunday banking in several branches.”

Provident’s 17M branch “business of the month” is booked through the end of the year and if anyone drops out, Hering’s got a waiting list. “Personally I think it’s great for the customer and great for our bank…it helps build relationships and I think that’s what good banking is all about.”

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