In a first for the Long Island–based lender, Hanover Community Bank is going on air—and online—with a new marketing push aimed squarely at expanding its footprint in the competitive New York metro banking scene.

The bank, a subsidiary of Hanover Bancorp (Nasdaq: HNVR), is rolling out its first-ever radio and digital audio campaign, a move that marks both a branding milestone and a strategic play to connect with customers beyond the branch lobby.

From Branches to Broadcasts

Hanover’s ads will hit top local and regional stations including WALK-FM, WBAB-FM, 1010 WINS, and WFAN, while geo-targeted audio spots will run on Spotify® within a 10-mile radius of its branch network. That digital targeting could help Hanover stay hyperlocal while still leveraging the reach of national streaming platforms—a tactic increasingly common in community banking as traditional advertising fragments.

“This campaign reflects more than just a message—it embodies our mission,” said Michael P. Puorro, Hanover Bank’s Chairman and CEO. “It marks our first foray into broadcast and digital audio media, but more importantly it reflects our steadfast commitment to the communities we proudly serve.”

Riding the Expansion Wave

The timing is deliberate. The push comes just weeks after Hanover cut the ribbon on its new Port Jefferson branch, with more locations in the pipeline. By pairing physical growth with a more aggressive media presence, the bank is signaling it’s ready to compete with larger players while holding onto its “community-first” identity.

Annette Esposito, the bank’s First VP and Director of Marketing, framed the campaign as more than brand awareness: “It’s an opportunity to share our story—who we are, where we’re headed, and how we’re growing alongside the communities we serve.”

Community banks face a balancing act: stay rooted in personal relationships while adopting the marketing muscle and digital tools customers now expect. Hanover’s pivot into radio and streaming mirrors moves from other regional banks trying to cut through the noise—literally—in a market dominated by megabanks and fintechs.