A key step in developing any communications strategy involves listening closely to clients to understand their objectives and appreciate their values. When Moxley Carmichael began working with Home Federal Bank of Tennessee, we learned that “hometown bank” was more than just a descriptor. Home Federal believes that decisions made locally are the best decisions and have the best outcomes.
When we presented President and CEO Dale Keasling and Executive Vice President Debra Smith the Hometown Heroes program concept to honor everyday heroes in our community, we heard Debra say, “It’s us.” Hometown Heroes honors ordinary citizens who do extraordinary things for their community, and the program reflects Home Federal’s values and how much the bank appreciates its customers.
The public has submitted hundreds of nominations since the program began, and the bank has honored a diverse group of unsung heroes – from a 14-year-old girl in Blount County who began raising funds for the East Tennessee Alzheimer’s Association at a very young age, to a 92-year-old veteran supporting Honor Air. Home Federal Bank donates $2,500 to each honoree’s chosen nonprofit, and annually an overall honoree’s donation in his or her name is doubled to $5,000.
Each honoree exemplifies the intent of the awards – recognizing everyday folks doing great things for their community. In the process, they reflect the hometown, caring values of our region and of Home Federal Bank.
Likewise, Home Federal Bank of Tennessee’s presentation of “It’s a Wonderful Life” on the big screen at the Tennessee Theatre has earned tremendous response. These free screenings of the classic Christmas film now draw capacity crowds and have become annual holiday traditions for area residents.