The three-day initiative, titled "S&T Bank Draft Headquarters," centered on connecting with local audiences during one of Western Pennsylvania's most significant public events. Beyond brand visibility, the campaign facilitated a $50,000 donation to Pennsylvania Wounded Warriors, Inc., funded by proceeds from draft-themed events held in collaboration with iHeartRadio.
S&T Bank Earns Marketing Award for NFL Draft Headquarters Campaign
The American Bankers Association has honored S&T Bank with a Marketing Excellence Award for its immersive brand awareness campaign during Pittsburgh’s April NFL Draft week. The bank utilized the high-profile sporting event to deepen regional ties, ultimately securing the recognition through a blend of strategic engagement and charitable outreach.
S&T Bank CEO Chris McComish noted that the project allowed the institution to engage new audiences in a manner reflecting its people-forward mission. Jordyn Kemats, director of sales strategy and marketing, credited the success to the collaboration and creativity required to execute the ambitious activation within Pittsburgh’s football-centric culture. The ABA evaluates nominees based on strategic execution, creative impact, and overall concept, selecting S&T from a competitive field of national banking institutions.
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