Isabella Bank Wins National 2026 ABA Bank Marketing Excellence Award
Isabella Bank has won the 2026 ABA Bank Marketing Excellence Award for the Product Launch category. The national award was presented on September 24 during the 2026 ABA Bank Marketing Conference in Austin, Texas, where the association recognized banks whose marketing efforts demonstrated exceptional creativity, strategic thinking and measurable success.
“The most effective marketing goes beyond promotion — it helps banks build meaningful, lasting relationships with their customers,” said Russell Davis, ABA’s executive vice president of member experience. “This year’s ABA Bank Marketing Excellence award winners showcased innovative strategies that deepened community engagement, enhanced customer experiences and delivered measurable impact.”
Isabella Bank’s “Bee Smart from the Start” campaign reimagined the new Isabella Bank Kids Club for a new generation of young savers. In the summer of 2025, the Bank introduced three new bee mascots, Izzy, Bella, and Banks, and combined financial education with community engagement through branch events, digital marketing and tools designed to help children learn healthy money habits. The Bee-Town tour brought the life-sized mascots to 28 branch locations and community events throughout Mid-Michigan, creating memorable experiences for children and families. New account holders received a Bee Smart Bank, an interactive financial literacy tool that teaches children to save, spend and share responsibly. The campaign exceeded growth goals, strengthened relationships with families across the communities Isabella Bank serves and delivered meaningful business results.
“Financial education is one of the most meaningful investments we can make in our communities, and it's never too early to start,” said Neil McDonnell, president of Isabella Bank. “The Isabella Bank Kids Club gives us an opportunity to make learning about money engaging, approachable and fun for children. We’re honored to receive this national recognition and proud of our marketing team for creating a campaign that reflects our values and strengthens connections with the families we serve.”
The ABA Marketing Excellence Awards recognize strategic, thoughtful and dynamic marketing campaigns that help banks connect with customers, strengthen their brands and drive business growth. Introduced in 2026 to replace the ABA Brand Slam Awards, the program honors outstanding achievement across five categories: Brand Awareness, Product Launch, Digital Acquisition, Employee Engagement, and Customer Adoption and Loyalty.
As part of the award selection process, eligible campaigns were evaluated by a panel of industry experts based on five key criteria: concept, strategy, creativity, execution and impact. Judges assessed how effectively each campaign addresses a business challenge, engages its target audience, demonstrates originality, delivers measurable outcomes and achieves its objectives through both qualitative and quantitative results. The awards celebrate the innovative work banks are doing to elevate customer experiences, build trust and advance the banking industry through creative and results-driven marketing.
To view the award-winning campaign, click here.
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Isabella Bank Corporation (NASDAQ: ISBA) is the parent holding company of Isabella Bank, a state-chartered community bank headquartered in Mt. Pleasant, Michigan. Isabella Bank was established in 1903 and has been committed to serving its customers' and communities' local banking needs for over 120 years. The Bank offers personal and commercial lending and deposit products, as well as investment, trust, and estate planning services. The Bank has locations throughout eight Mid-Michigan counties: Bay, Clare, Gratiot, Isabella, Mecosta, Midland, Montcalm, and Saginaw. For more information about Isabella Bank Corporation, visit the Investor Relations link at www.isabellabank.com.