Mainebiz

V O L . X X V N O. V I I A P R I L 1 , 2 0 1 9 24 "We're trying so show there's a human element behind the banking," says Diana Nelson, a principal with Black Fly Media. "A picture is worth a thousand words but video is more effective than a photo and some text." While the longer ad sits on Maine Harvest's home page, the shorter spots are ideal for sharing on social media and for pitches to the press. "Most people watch videos for 15 or 20 seconds," she notes, "so you've got to keep it short." e visual part is even more important on Facebook, where 80% of users watch videos without sound. Among Maine's established credit unions big on digital marketing, the 39,000-member Town & Country hasn't used TV in two years, according to marketing manager Jessica Rice. One new digital piece is a 14-second spot touting online banking services in a few words and still images. "We don't really have a set amount of videos we wish to produce, but each year we think about what our needs are and base our video planning around that," she says, while her PR and communications colleague Jon Paradise adds that "the focus defi- nitely is on doing more." Machias Savings While the 16-branch Machias Savings Bank finds TV to be effective in rural markets, it's now leaning more heavily on online video messaging. "We're producing about one quality video every month, and we definitely want to increase that," says content creation and strategy manager Cody Chiasson, adding that the team is constantly chang- ing its strategy based on feedback from customers and employees. "at's the reality of the new world we live in." Unusually for a bank of its size, it also employs a trained videog- rapher, Yury Nabokov, a Husson grad who oversees innovation and digital strategy. e bank's continuous push into different media includes an interview-based podcast set to launch in April. Without giving away details, Nabokov says it will bring value not just to customers, but all the people "who make Maine what it is." Renee Cordes, Mainebiz senior writer, can be reached at rcordes @ mainebiz.biz » C O N T I N U E D F RO M P R E V I O U S PA G E Join us for an evening event featuring keynote speaker, Will Rosenzweig, founder of the Republic of Tea, followed by a showcase of over 60 businesses who have worked with CEI. Reserve your ticket today at www.eventbrite.com or on our website www.ceimaine.org Coastal Enterprises, Inc. 30 Federal Street, Brunswick, ME 04011 Join us at our Annual Celebration on May 1st at Brick South in Portland 866.736.2804 | mainebls.com Maine Loans for Maine Businesses • Loans from $50,000 to $20,000,000 • Decisions Made in Maine • Streamlined Process Gets Deals Done Quickly EQUIPMENT REAL ESTATE BUSINESS EXPANSION AND ACQUISITION F O C U S LEFT TO RIGHT: Machias Savings Bank marketing team members Yury Nabokov, omnichannel experience manager and marketing strategist; Cody Chiasson, content creation and strategy manager; and Lisa Abbott, digital experience manager, at the Portland office. P H O T O / T I M G R E E N WAY

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