Schares Fuses the “Magic of Marketing” With Community Banking
Kirstie Schares, marketing director at Community Savings Bank in Edgewood, has elevated the efforts of her bank through telling stories. She is proud of her efforts towards reinforcing the values of her bank to the community: local, trusted and innovative. For Schares, a career in banking “blends purpose with opportunity.”
Schares credits the IBA with providing opportunities to meet other marketing professionals in banking, and said she looks forward to the IBA’s annual Fusion Conference. When she’s not working, Schares enjoys spending time with her family and bernedoodle, golfing and watching dirt track racing. Schares is passionate about telling and elevating stories to connect people.
When looking back on your banking career, what achievement are you most proud of and why?
When I look back on my banking career so far, one of the achievements I’m most proud of is helping position Community Savings Bank as a leader in marketing among other community banks. Through strategic campaigns, a consistent and authentic brand voice and a focus on community engagement, we’ve transformed how our customers and communities see us. What started as simple outreach evolved into a marketing approach that reflects who we are: local, trusted, and innovative. It’s rewarding to know that our efforts not only increased awareness and growth, but also reinforced the values that make our bank special. Being able to help tell that story and see the results in stronger relationships and a growing presence makes me incredibly proud.
What piece of advice would you give to your past self or to anyone considering a career in banking?
If I could advise my past self or anyone considering a career in banking, I would emphasize the importance of the willingness to learn. The banking landscape is continuously evolving and so are our customers. It’s important to be open to new ideas and stay up to date on the ever-changing regulations and products.
What is your best elevator pitch for why banking is a great career?
Banking is a great career path because it blends purpose with opportunity. You get to make a real impact by helping people achieve milestones like buying a home, growing a business or planning for the future, while also developing professionally in a fast-paced, evolving industry. Whether you’re passionate about numbers, technology, community service or strategy, banking offers different paths and the chance to build meaningful relationships every step of the way.
How does getting involved with the Iowa Bankers Association help you and your bank?
The Iowa Bankers Association has helped me tremendously when it comes to building relationships with other professionals in the marketing area of banking. These relationships are extremely valuable when it comes to needing guidance on a new regulation, or even having someone to bounce an idea off of. The IBA also hosts a yearly conference, the Fusion Conference, that is a blend of Marketing and Human Resources. This conference is something I look forward to every year, as they are always bringing new information to share and networking opportunities for those who attend. The IBA is a great supporter of its member banks, and we are proud to be a member of the association.
When you’re not at work, what do you like to do most?
When I am not at work, I enjoy spending time with my family and our family pups. My husband and I have a Bernedoodle, Cash, that keeps us entertained daily. Throughout the summer, you can find us at the golf course or at a nearby dirt racetrack supporting our friends and family that are racing. In my free time, my other hobbies include reading a good book, working in my garden or perusing a local farmers market.
What is a quote or guiding principle you live by?
“Marketing is no longer about the stuff you make, but about the stories you tell.” — Seth Godin. This quote has always resonated with me because it reflects the heart of what I believe great marketing and community banking is all about. Stories connect people. They inspire trust, emotion and action. In my role, I see it every day. Our customers have incredible stories of perseverance, growth and dreams realized, and it’s a privilege to help tell those stories in meaningful ways. At Community Savings Bank, our team is full of stories too. You just have to look close enough to find them. I make it a daily priority to uncover and elevate those stories, internally and externally, because that’s where the real magic of marketing and community banking lives.