The Client
National Bankers Association (NBA) has been “the voice of minority banking” for nearly 100 years. With an original focus on Black-owned minority depository institutions (MDIs) and a shift to all minority-owned and -operated banks, NBA is currently on a mission to close the racial wealth gap.

The Problem
Despite a longstanding position in the financial services industry, NBA did not have a brand story that reflected its shift to supporting all minority-owned and -operated banks, nor had it invested in creating a true digital footprint. NBA needed to establish itself in the digital space and the industry as a thought leader, expert, and true voice for MDIs. The association wanted to be the first place policymakers, regulators, and media looked for the latest on MDIs, equitable financial best practices, and the wealth gap.

The Impact
Semloh worked to clarify and amplify NBA’s messaging. We focused on telling the stories of the member banks, the communities they served, and NBA’s rich history. Major media wins included writing op-ed pieces published in International Banker, Boule Journal, The Hill, and American Banker and placing two special sections in Forbes. Major social media wins included leading an executive visibility initiative by managing the President and CEO’s LinkedIn account, resulting in over a 2,000% increase in impressions and a notable increase in speaking engagements.