Background

Morgantown Bank & Trust (MB&T) is a community-focused financial institution serving individuals, families, and small businesses in Morgantown, Bowling Green, and surrounding communities.

Challenge

In early 2024, Morgantown Bank & Trust recognized the need to refresh its social media presence to better reflect its role as a trusted, community-focused bank. While the channels had been active, the content was largely responsive to immediate needs, creating an opportunity to strengthen consistency and enhance brand alignment to build deeper connections. The bank also had no presence on LinkedIn or X, and Instagram activity had been paused since 2021. The challenge was to create a cohesive, proactive strategy that would revitalize these platforms and turn them into a vibrant, community-driven extension of the bank’s brand.

Top Objectives

• Develop and execute a proactive, on-brand content strategy highlighting community involvement, team spotlights, and financial education.
• Launch and grow LinkedIn and X, reactivate Instagram, and refresh Facebook with consistent, engaging content.
• Manage daily community engagement to strengthen relationships, ensure quick responses, and keep the bank visible in relevant local conversations.

Solution

We began by creating a comprehensive social media playbook, including a competitor analysis and insights into audience expectations. From there, we built a fresh strategy centered on community storytelling, approachable financial education, and team-focused content.

To provide structure, we introduced monthly content calendars, scheduled posts in advance, and ensured daily engagement across all channels. This proactive approach allowed the bank to remain timely, consistent, and on-brand while fostering stronger ties with local audiences. By fall 2024, all major channels were active, visually consistent, and steadily growing engagement.

Tactics Utilized

• Social media strategy and playbook development
• Competitor and audience analysis
• Content planning and creative production
• Platform expansion (LinkedIn, X, Instagram) and Facebook refresh
• Daily community management and engagement monitoring

Results

From July 2024 to June 2025, our first full year of strategic social media management, MB&Tt’s channels experienced significant improvements in both reach and engagement. We launched and revitalized LinkedIn, X, and Instagram while overhauling Facebook to better reflect the bank’s identity. The social media playbook, supported by monthly calendars and active community management, gave the program structure and consistency. As a result, content was delivered more often, carried a clear brand voice, and connected more meaningfully with the community. By aligning social activity with MB&T’s community-focused values, we expanded the bank’s presence and fostered stronger, loyalty-building relationships.

Performance Highlights

(July 2024 – June 2025)

• Audience Growth: +7.3% across all platforms
• Content Output: +26.9% more posts published
• Total Engagements: +50.8% increase
• Engagement Rate: +134.5% increase