USP Action Plan

Unique Selling Propositions (USPs) are an opportunity for Community Bank of Oak Park River Forest to differentiate itself from the rest of the competition. They will be used to provide unique examples of how Community Bank sets itself apart, while being impactful to the reader.

The Community Bank Operations Department, after attending the Profit-Growth Banking Summit from August 20-21, challenged itself to come up with USPs that reflect how Community Bank can rise above the competition and appeal to customer needs. Each member of the Operations Department submitted several USPs. Upon assembling the list, we narrowed our focus to identify the strongest USPs.

The following three USPs we feel best reflect our value as an institution, while still resonating with our community:

  • We’re community led and community focused
  • We’ve got your back with 24/7 fraud monitoring of your ATM and Debit Card
  • Easily conduct all your transactions electronically using mobile and online banking

In addition, there arenine more USPs which we also feel are impactful:

  • A real person answers our phones
  • Decisions are made locally at our Oak Park office
  • Small bank feel; big bank services
  • No hidden fees; no surprises
  • Community Bank is established in our community for our community
  • Painless banking with online bill pay
  • Our customers consistently rank their overall experience as “Excellent”, according to surveys.
  • 100% of survey respondents would refer Community Ban’s Mortgage Department to their friends and family
  • We are the bank of choice for nonprofits, over 850 bank with us

These USPs will be used in a variety of methods:

Staff Training / They will be communicated to all staff, in an effort to educate employees on what sets Community Bank apart from the competition. These USPs will be used to help establish a consistent message throughout the Bank. The Bank will host “Lunch and Learn” sessions for staff, highlighting these USPs. This will be followed up by reinforcement through emails and department meetings.
Sales Efforts / As part of a sales training effort, USPs will be used by Community Bank staff, particularly sales staff and personal bankers. USPs will be incorporated into all staff communications and will be used as talking points whether talking with customers or potential customers.
Email Signatures / USPs will be included in staff email signatures. The USP included within staff emails will change on a monthly basis. Here’s an example:
Frank Frigo
Community Bank of Oak Park River Forest
1001 Lake Street
Oak Park, IL60301
PH (708) 660-7031
FAX (708) 660-9092

We’re community led and community focused
Advertising / These USPs will be used in advertising. This includes online banner ads, social media announcements, and print collateral. *Examples of the ads featuring USPs are attached.
Employee Participation / Employee participation is crucial to the successful use of USPs. Once staff are familiar with the concept of USPs and are comfortable incorporating them into everyday use, staff will be asked to contribute their own ideas for USPs. Contributions will then be reviewed and implemented through the Bank’s Marketing Department.