A campaign targeting small business.

Institution: Norway Savings Bank, Norway, Maine

Agency: Leslie Evans Design Associates (LEDA), Portland, Maine

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The bank's goal with this campaign was to "own" the small- and medium-business banking sector in southern and western Maine and, by doing so, increase the bank's regional market share by 25 percentage points by 2012.

The campaign objective was to establish near total market place awareness and to position the bank as the place where Maine's businesses and entrepreneurs get the products and services they need to be successful and where they find the personal attention and understanding that only a strong local bank can provide.

Following extensive research involving employees, customers and prospects, the agency developed six colorful television commercials, five radio commercials, six magazine advertisements, Web impressions and branch collateral.

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