What is Sales and Marketing Strategy of Ameris Bank Company?

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What is Ameris Bank's Sales and Marketing Strategy?

Ameris Bank's strategic evolution in sales and marketing has been pivotal in shaping its trajectory within the competitive financial services industry. A defining moment arrived with its 2019 brand update, following the merger with Fidelity Bank, which not only revitalized its visual identity with the integration of the 'lionhearted' symbol but also refined its core message, better representing its expanded size and scope in the Southeast.

This strategic branding decision underscored Ameris Bank's commitment to being 'unconventional' and 'resourceful,' differentiating it from traditional banking norms. Founded on October 1, 1971, in Moultrie, Georgia, as American Banking Company, the institution began with a modest $1 million in capital and a vision to create a bank that transcended 'tired banking norms' by focusing on 'solid, innovative solutions' for the future.

In contrast to its humble origins, Ameris Bank's current market presence spans over 164 financial centers across five Southeastern states, complemented by nationwide lending services and robust digital banking capabilities. This expansion reflects a deliberate shift from a purely local focus to a broader regional and national reach, driven by both strategic acquisitions and organic growth. This article will delve into how Ameris Bank effectively delivers its products and services to customers, the specific marketing tactics it employs, its distinct brand positioning, and the impact of its recent campaigns, including insights from an Ameris Bank PESTEL Analysis.

Ameris Bank employs a multifaceted sales channel strategy, integrating its physical branch network with robust digital platforms to maximize customer reach and engagement.

Physical Branch Network

The bank operates 164 financial centers primarily across Southeastern states, serving as key interaction points for retail, business, and wealth management clients.

Mortgage-Only Locations

In addition to its core branches, Ameris Bank extends its lending capabilities through mortgage-only locations in states beyond its primary Southeastern footprint.

Digital and Omnichannel Presence

The bank offers comprehensive online and mobile banking services, enabling nationwide access to its products and fostering an omnichannel customer experience.

Direct Sales Teams

Direct sales teams, particularly within the commercial banking division, are strategically deployed in high-growth markets to enhance business development efforts.

Channel Performance and Growth

Ameris Bank's integrated sales strategy has driven substantial growth, reflecting its effectiveness in customer acquisition and market penetration.

• In 2024, the bank reported a total deposit increase of over $1 billion, a 4.9% rise.
• The same year saw organic loan growth of 2.32%.
• This performance underscores the success of its diverse approach to reaching various customer segments, aligning with its Target Market of Ameris Bank.

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Ameris Bank employs a comprehensive marketing strategy that blends digital engagement with strong community ties to foster brand awareness and drive customer acquisition. The bank prioritizes a seamless digital experience through its website and online platforms, indicating investment in digital marketing initiatives to broaden its reach. This approach is complemented by significant community involvement, underscoring its Ameris Bank business strategy.

Digital Presence Enhancement

The bank focuses on its online presence, aiming for user-friendly technology and a smooth customer experience across its digital banking platforms. This suggests a commitment to digital marketing initiatives for customer acquisition.

Corporate Social Responsibility as Marketing

Ameris Bank leverages its Corporate Social Responsibility (CSR) efforts, as detailed in its 2024 Impact Report, as a form of content marketing. These initiatives highlight community investments and financial well-being programs.

Community Engagement and Sponsorships

Traditional marketing tactics include active community engagement and event sponsorships. In 2024, the bank sponsored events like the Ameris Bank Jacksonville Marathon and Atlanta's Peachtree Road Race, reaching over 60,000 participants.

Long-Standing Community Initiatives

The 'Helping Fight Hunger' food drive, now in its 15th year, has distributed over 10 million pounds of food, serving as a significant community-focused marketing effort that builds brand loyalty.

Media Relations and Public Image

Press releases and news announcements are used to communicate financial performance, strategic advancements, and community contributions, managing public perception and stakeholder communication.

Data-Driven Efficiency

The bank's operational efficiency, evidenced by an efficiency ratio of 53.20% in 2024, suggests a data-driven approach to marketing, optimizing resource allocation for maximum impact.

The Ameris Bank sales strategy is deeply intertwined with its marketing efforts, focusing on building relationships and demonstrating value across various customer segments. The bank’s commitment to community involvement, as seen in its extensive sponsorships and long-running food drive, serves not only to enhance brand awareness but also to foster trust and goodwill, which are crucial for customer acquisition and retention. This community-centric approach is a key differentiator in the competitive banking sector, contributing to its overall Ameris Bank brand positioning. The bank's emphasis on digital platforms, while not detailing specific SEO or paid advertising tactics, points to a strategic investment in online channels to reach a wider audience and provide accessible banking solutions. This dual focus on digital accessibility and tangible community impact forms the core of the Ameris Bank marketing strategy. Understanding Marketing Strategy of Ameris Bank provides insight into how the institution aims for market share growth.

Key Marketing Tactics

Ameris Bank utilizes a mix of digital and traditional marketing to achieve its business objectives, focusing on building brand awareness and generating leads.

• Enhancing online presence through its website and digital banking platforms.
• Leveraging Corporate Social Responsibility (CSR) as content marketing.
• Engaging in community activities and sponsoring regional events.
• Utilizing press releases and news announcements for public relations.
• Focusing on data-driven marketing for optimized resource allocation.

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Ameris Bank's brand positioning centers on a 'fierce commitment to bringing financial peace of mind.' This core message establishes the bank as a trusted partner and neighbor, not just a financial service provider.

Core Brand Promise

The bank's fundamental promise is to deliver financial peace of mind to its customers and communities.

Brand Personality Traits

Embodied by a stylized lion, the brand is perceived as lionhearted, dynamic, unconventional, resourceful, and relational.

Visual Identity Reinforcement

The red, white, and blue color palette and the lion symbol, updated post-2019 merger, reinforce American identity and reliability.

Market Differentiation Strategy

Ameris Bank blends personalized, community-focused care with the extensive resources of larger institutions.

This strategic blend appeals to customers seeking both local engagement and comprehensive banking solutions, a key aspect of its Ameris Bank business strategy. The bank actively supports community development, evidenced by substantial loans and services for low- and moderate-income individuals and areas, and initiatives promoting accessible healthcare and homeownership. This commitment to community is a significant factor in its Ameris Bank brand positioning and contributes to its strong Ameris Bank customer acquisition efforts. Its consistent performance, including recognition on Forbes' list of America's Best Companies 2025, highlights its successful differentiation and strong market perception. This consistent messaging across all touchpoints reinforces its brand awareness strategies and supports its overall Ameris Bank sales strategy.

Community Focus

Significant investment in low- and moderate-income communities and initiatives like accessible healthcare and homeownership.

Resourceful Approach

Combines the personalized service of local banks with the broad capabilities of larger financial institutions.

Brand Recognition

Named to Forbes' list of America's Best Companies 2025, underscoring strong customer sentiment and financial strength.

Brand Consistency

Unified brand message across physical branches, digital platforms, and community engagement activities.

Customer Acquisition

How does Ameris Bank attract new customers? Through a combination of community focus and robust financial offerings.

Marketing Channels

What are Ameris Bank's key marketing channels? A blend of digital initiatives, community presence, and partnership marketing efforts.

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Ameris Bank's sales and marketing strategy is deeply intertwined with its commitment to community development and financial empowerment, as evidenced by its key campaigns in 2024 and 2025. These initiatives focus on addressing tangible needs within the communities it serves, thereby strengthening brand loyalty and driving customer acquisition.

Down Payment Assistance Program

Launched in January 2024, this program targets aspiring homeowners by offering flexible funds for down payments and closing costs. By early 2024, it had already provided $6 million to over 400 individuals, directly supporting Ameris Bank's customer acquisition goals in the mortgage sector.

Community Health Investments

Demonstrating a strong commitment to corporate social responsibility, the bank made significant donations to rural hospitals. In 2024, $2.23 million was donated to 40 Georgia hospitals, followed by $1.694 million to 17 Georgia hospitals in 2025, reinforcing its brand positioning as a community-focused institution.

Event Sponsorships for Brand Visibility

The bank actively engages in prominent event sponsorships to enhance brand awareness. Its support for major road races in 2024, including the Ameris Bank Jacksonville Marathon and Atlanta's Peachtree Road Race, reached over 60,000 participants, showcasing its broad community reach.

Heirs' Property Grant Program

In May 2025, Ameris Bank distributed over $1.142 million in grants to three organizations addressing heirs' property issues. This initiative aims to bolster economic stability by helping families secure property ownership, aligning with its business strategy of supporting long-term community growth.

These multifaceted campaigns illustrate a cohesive Ameris Bank sales strategy that prioritizes community well-being and financial accessibility. The bank's marketing strategy effectively leverages these initiatives to build brand equity and foster deeper customer relationships, contributing to its overall market share growth strategies.

Homeownership Support

The down payment assistance program directly addresses a key barrier to homeownership, enhancing Ameris Bank's appeal to first-time buyers and contributing to its mortgage services marketing.

Rural Healthcare Funding

Significant financial contributions to rural hospitals underscore the bank's commitment to community health, a core element of its brand positioning and corporate social responsibility efforts.

Mass Participation Events

Sponsorship of large-scale running events serves as a broad marketing channel, increasing brand awareness and associating the bank with health and community engagement, a key aspect of its brand awareness strategies.

Property Ownership Assistance

Grants for heirs' property initiatives demonstrate a targeted approach to economic development, supporting families and communities while aligning with the bank's broader business strategy for sustainable growth.

Customer Acquisition Focus

These campaigns collectively aim to attract new customers by showcasing the bank's value proposition beyond traditional banking services, directly impacting Ameris Bank customer acquisition efforts.

Community Partnership Marketing

The bank's engagement in community health and property ownership programs highlights its partnership marketing efforts, building trust and demonstrating its role as a committed financial partner, which is crucial when considering the Competitors Landscape of Ameris Bank.

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