This year NASBP placed ads with the Independent Community Bankers of America (ICBA) digital magazine, Independent Banker, to educate community bankers on the importance of surety bonds on bank-financed construction projects. To convey this message, NASBP placed three of the NASBP Surety Story videos in Independent Banker eblasts and three expert posts on the Independent Banker website. Three of the promotions are displayed here.

It is evident that community bankers of ICBA are engaged in NASBP video ads. Community bankers opened the NASBP ads first sent in July and August over 7000 times. On the first send, the open rate for the NASBP ads was 17%, and on the redeploy, when the NASBP ads were sent two weeks later, the open rate was 90%. This is great news and surpasses the average. In general, open rates above 10% for dedicated emails like these are great. The unique opens for these NASBP ads also exceeded 10%. Another indicator that these NASBP ads caught ICBA members’ attention is the click-through-rate was over 3%. In general, most campaigns target to achieve 1% but these NASBP ads tripled that.

NASBP is sending another video ad to ICBA members in October and statistics of the ICBA  member engagement for it will be tabulated next month.

The videos NASBP placed with ICBA are also available to the NASBP membership from NASBP’s newly updated Be Guaranteed to Succeed Producer Communications Toolkit (Toolkit 2.0). Download the Toolkit with a NASBP login from here https://www.nasbp.org/guaranteed/resources/producer. The Toolkit is designed to help NASBP members talk about surety by framing it in terms of successful outcomes for projects and personal reputations and contains not just NASBP Surety Story videos but other materials for members’ use in talking about surety.