THE FACES OF

ARKANSAS BANKING with Jules Fletcher

Marketing and Credit Analyst

First National Bank of Eastern Arkansas, Collierville, TN

A MEMBER OF YOUR FAMILY HAS WORKED AT THIS BANK FOR FIVE GENERATIONS… WHAT’S IT LIKE CARRYING ON THAT LEGACY?

Whether you are a first or fifth generation employee of First National Bank of Eastern Arkansas, you can feel the bank’s deep-rooted history in St. Francis County and surrounding communities. Not only am I fortunate enough to be the fifth generation of my family to work for First National Bank of Eastern Arkansas, but I also have the rare opportunity of working with and learning from my father, Brice Fletcher! It has been a blessing serving this excellent organization that means so much to my family and me through marketing as well as learning a little bit of everything banking has to offer!

Following my graduation from University of Arkansas’ Walton College of Business in December 2020, I was approached by Denny Jarratt, whose family has been involved with the bank since its early years, to come work for FNBEA in the Memphis office. After further discussion about the career opportunity with FNBEA President Nick Sutton, I was thrilled to join the team! One other element really tugged my heart to the bank though. I knew my late best friend and grandmother, Ada Louise “Sita” Fletcher, who worked for the bank for 30 years, earning our Izard Street branch in Forrest City the temporary nickname “Sita’s Bank” would be so proud! It is honor and privilege to serve with such a talented, well-rounded group of individuals for a short time in First National Bank of Eastern Arkansas’ rich, 137-year-old history. I have the utmost respect, pride, and love for our “trusted hometown bank.”

WHAT ARE YOU MOST PROUD OF REGARDING YOUR LEADERSHIP AT FIRST NATIONAL BANK OF EASTERN ARKANSAS?

Although it doesn’t fall into the traditional “Marketing” category, I am most proud of the Financial Literacy Course Anna Davison, a friend and colleague, and I created for local schools. Over the last two years, we have visited schools throughout Northeast Arkansas to present the basics of bank accounts, budgeting, banking protocol, building and maintaining credit scores, fraud protection and of course, the benefits of choosing a community bank. It has been such a pleasure to get to know the local students and give them an insight into the importance of managing their finances throughout their life.

In addition to Financial Literacy, the internal monthly newsletter I created for our employees holds a special place in my heart. In October of 2021, I brought back The Monthly Statement and turned what was a single page print-out into a seven-page E-Newsletter sent to all employees every month. Each issue highlights advice from a Senior staff member, a seasonal recipe from an employee, an employee and branch of the month, a bank trivia and who’s who contest, an employee’s milestone work-anniversary, birthdays, new hires, retirements, a monthly calendar, and any community events or employee accomplishments that took place the previous month. The positive feedback from employees and management about being able to put a face with a name of a team member at another branch and learning about each other’s career and lives has meant the world!

WHAT IS THE BEST ADVICE YOU EVER RECEIVED?

Two pieces of advice I have received from each of my parents will always serve as a way of life. First, my mother taught me to “never quit in the middle.” Throughout my childhood, if I ever wanted to quit anything such as piano lessons or cheerleading, my mother would tell me, “You can quit, but not until the end of the year/season.” By the end of recital or competition season, I was always so thankful I didn’t give up and was ready to start the next year! That piece of advice has honed my ability to set a goal for myself and see it through - to not quit when things get hard. With each goal I accomplish, I am so grateful I persevered.

The second piece of advice is from my father who told me, “Always take care of yourself.” By ensuring you are taken care of mentally and physically, you are not only solidifying your confidence to do anything you set your mind to, but you are also portraying your capabilities to those around you. Regardless of your race, gender, religion, etc., how you look and feel is a direct reflection of your work ethic and productivity. When you respect yourself, you respect your work and relationships. Just like the saying “look good, feel good,” when you’ve had a good night’s sleep, are dressed to impress and are mentally prepared for a job interview, loan application meeting, or business dinner, your chances for success are far more likely! *Disclaimer: Dressing for success doesn’t have to break the bank. There are so many sources to purchase business casual clothing and accessories on a budget!

WHAT SUBJECT COULD YOU GIVE A ONE-HOUR IMPROMPTU LECTURE ON?

The lecture would be called: The Undeniable Genius of Insurance Company Marketing Campaigns. Insurance, like banking, isn’t the most exciting topic for the general public and insurance companies know that! Yet, when you think of television commercials, what are some of the most memorable ads you can recall? One if not all the following campaigns are probably on your list: Jake from State Farm, Flo from Progressive, Allstate’s Mayhem, the Aflac duck, the Geico gecko, Liberty Mutual’s LiMu Emu and Doug, Farmers Insurance’s “we know a thing or two because we’ve seen a thing or two” Unbelievable Claims, and the personal favorite of my fiancé and me, Progressive’s Dr. Rick “protecting young homeowners from becoming their parents.” My fiancé, Maddox, and I genuinely look forward to the next Dr. Rick commercial! Not only is the writing for these campaigns genius, but they flawlessly capture each company’s individual brand and voice all while delivering their intended message humorously to the target audience. This Halloween, I saw a viral video of a group of 11 to 13-year-old friends dressed up as each insurance company campaign’s character. What other industry’s television commercials inspire group Halloween costumes for any age let alone age groups that are not yet concerned with insurance? I could talk about this for an hour or more, but I believe the banking and finance industry could learn something from insurance companies’ marketing strategies.