M&T Bank - The Martin Group

Activating a legacy banking brand in new and different ways.

Challenge

For almost a decade, M&T Bank has trusted The Martin Group to provide public relations services to support its community level work in regions across New York State, assist with the development of media materials for company-wide activations, provide consultation amid issues management situations, and amplify its investment in technology and talent development.

Solution

Among the many activations we’ve deployed for the bank, we have worked closely with M&T to amplify its brand through effective public relations initiatives that engage key audiences in the business banking, commercial banking, and consumer banking segments. We leverage its deep relationships with local nonprofits, longtime customers, and beloved local organizations, such as the Buffalo Bills, to drive community impact and create connections with its audiences.

Notably in 2021, we assisted the bank with the launch of its massive Tech Hub inside the tallest privately owned building in New York outside NYC—and in 2023, we partnered with M&T to debut its second Tech Hub workplace in Buffalo.

We regularly integrate with multiple internal teams to provide services that include media relations strategy, messaging development, media outreach and engagement, spokesperson training, thought leadership and social media content creation, issues management, internal communications, community relations, local activations, and more.

Results

Since beginning our engagement in 2016, we have landed nearly 7,000 story placements and mentions on behalf of M&T Bank, including more than 1,200 in 2025. Our work continues to diversify throughout the bank, and we are consistently helping them tell impactful stories in their communities.