And the winners are: forty-four awards were presented in the Annual ABA Ad Award Contest. Here are the winners together with commentary about what went into the creation of some of their top-quality ads. (2002 ABA Advertising Awards Competition).AD WINNERS... AND HOW THEY ARE MADE Bank marketers and their ad agencies must have been feeling their oats oats, cereal plants of the genus Avena of the family Gramineae (grass family). Most species are annuals of moist temperate regions. The early history of oats is obscure, but domestication is considered to be recent compared to that of the other this year. The ABA Aba (ä`bä), city (1991 est. pop. 264,000), SE Nigeria. It is an important regional market, a road and rail hub, and a manufacturing center for cement, textiles, pharmaceuticals, processed palm oil, shoes, plastics, soap, and beer. Marketing Network received a record number of entries--340--in the annual ABA Ad Award Contest. From that total, judges selected 30 entries for certificates of excellence and 14 for the highest honors, the best of the best. The awards were for ads, brochures, annual reports, websites or public relations public relations, activities and policies used to create public interest in a person, idea, product, institution, or business establishment. By its nature, public relations is devoted to serving particular interests by presenting them to the public in the most campaigns produced during 2001. Below is the list of 44 award recipients. A sample of the top (best of the best) winners were asked to describe some of the planning and thinking that went into the creation of their entries. Their remarks, as well as advice for bank marketers attempting to create media material of similar high quality, follow below. BEST OF THE BEST MULTIMEDIA Free Checking (Life Preserver life preserver, a personal flotation device (PFD) intended to keep the wearer afloat, particularly in case of shipwreck. A Type I PFD will keep even unconscious people afloat in a face–up position; it is the most common type used at sea. ) Campaign Institution: First National Bank of Pennsylvania Asset category: $1 billion to $5 billion; 43 branch/bank locations Advertising Agency: Adcom Communications Inc., Cleveland Working Money Multimedia Campaign Institution: First Tennessee This article or section has multiple issues: * Its neutrality is disputed. * It reads like an advertisement and needs to be rewritten in a neutral point of view. * It may require general cleanup to meet Wikipedia's quality standards. Bank Asset category: Over $5 billion; 200 branches/bank locations Advertising Agency: Thompson & Co., Memphis, Tenn. PRINT AD SERIES Connections Institution: LaSalle Bank LaSalle Bank Corporation is the holding company for LaSalle Bank N.A. and LaSalle Bank Midwest N.A. With $116 billion in assets, it is headquartered at 135 South LaSalle Street in Chicago, Illinois. , Chicago Asset category: Over $5 billion; branch bank/locations, over 125. Advertising Agency: Cramer-Krasselt, Chicago Adopt-a-Map Print Campaign Institution: Frost Bank, San Antonio, Texas “San Antonio” redirects here. For other uses, see San Antonio (disambiguation). San Antonio is the second most populous city in Texas, the third most populous metropolitan area in Texas, and is the seventh most populous city in the United States. As of the 2006 U.S. Asset category: Over $5 billion; 80 branch/bank locations Advertising Agency: McGarrah Jessee Curve, Merge, Do Not Enter, Bull and Bear Institution: Middleburg Bank, Middleburg, Va. Asset category: $250 million to $1 billion; six branch/bank locations WEBSITE / E-COMMERCE www.nsbank.com Institution: Nevada State Bank Asset category: $1 billion to $5 billion; 61 branches/bank locations Website designer: The Rose/Glenn Group, Reno, Nev. ANNUAL REPORTS 2001 Annual Report Institution: Seacoast Banking Corp. (First National Bank & Trust Co.), Stuart, Fla. Asset category: $1 billion to $5 billion; 25 branch/bank locations. 2001 Annual Report Institution: The Palmetto palmetto or cabbage palmetto Tree (Sabal palmetto) of the palm family, occurring in the southeastern U.S. and the West Indies. Commonly grown for shade and as ornamentals along avenues, palmettos grow to about 80 ft (24 m) tall and have fan-shaped leaves. Bank, Laurens, S.C. Asset category: $250 million to $1 billion; 30 branch/bank locations BROCHURE SERIES Straightforward Banking Brochures Institution: Lincoln Federal Savings Bank Noun 1. federal savings bank - a federally chartered savings bank FSB savings bank - a thrift institution in the northeastern United States; since deregulation in the 1980s they offer services competitive with many commercial banks , Plainfield, Ind. Asset category: $250 million to $1 billion; eight branch/bank locations BROCHURE, SINGLE 150th Anniversary Brochure Institution: Ulster Savings Bank savings bank, financial institution that, until recently, performed only the following functions: receiving savings deposits of individuals, investing them, and providing a modest return to its depositors in the form of interest. , Kingston, N.Y. Asset category: $250 million to $1 billion; six branches/bank locations plus four mortgage tending centers. The Value of Trust Institution: Washington Trust Bank, Spokane, Wash. Asset category: $1 billion to $5 billion; 29 branch/bank locations DIRECT MAIL SINGLE SunTrust Road to Daytona Institution: SunTrust Bank Asset category: Over $5 billion Advertising agency: D. Trio Marketing Group, Minneapolis TV SERIES Working Money TV Campaign Institution: First Tennessee Bank Asset category: Over $5 billion Advertising agency: Thompson & Co., Memphis TV SINGLE College Tuition The examples and perspective in this article may not represent a worldwide view of the subject. Please [ improve this article] or discuss the issue on the talk page. College tuition Institution: Citibank Asset category: Over $5 billion Advertising agency: Fallon Advertising, Minneapolis WINNER PROFILE: MULTIMEDIA 'ZERO FEE': A DISTINCTIVE WAY TO SAY 'FREE CHECKING' Free Checking (Life Preserver) Campaign Institution: First National Bank of Pennsylvania Asset category: $1 billion to $5 billion; 43 branch/bank locations Advertising Agency: Adcom Communications Inc., Cleveland Original thought behind creative concept: While every other bank was simply saying "free checking," we were looking for Looking for In the context of general equities, this describing a buy interest in which a dealer is asked to offer stock, often involving a capital commitment. Antithesis of in touch with. a better, more believable be·liev·a·ble adj. Capable of eliciting belief or trust. See Synonyms at plausible. be·liev  a·bil way to convince people to switch banks. At the
same time, we considered people already discouraged with their
bank's checking fee structure to be a more attainable audience.
These two thoughts led us to explore the concept of "no fees,"
rather than "free checking." "Zero fees" would be
more relevant and applicable to those experiencing annoying monthly
charges on their checking statement. Besides, no one else was wording it
in quite that fashion.
From there, we considered graphics that could represent our zero-fee concept and would extend well into other media as well as promotions. That's when we arrived at the life preserver--something that not only represented our "zero," but also had the connotation con·no·ta·tion n. 1. The act or process of connoting. 2. a. An idea or meaning suggested by or associated with a word or thing: of a rescue or saving. The fact that the promotion kicked off in summer was a plus. Direction given to the advertising agency: Most other banks were simply saying "free checking" in large type, without the help of a photo image or illustration. The bank wanted to stand apart from these other ads. Key goals: Our goals were to acquire new checking accounts, increase deposits and increase fee income from overdrafts. Campaign length: From July 15 to Sept. 30, 2001. Campaign results: A 3 percent net growth in checking accounts, 2,468 new free checking accounts, $5.7 million in balances. There was also a dramatic increase in NSF NSF - National Science Foundation fee income in coordination with the kickoff--50 percent. Advice to other bank marketers who might be interested in developing a campaign of similar quality: You have to realize that the only difference between you and the competition is literally in your marketing campaign. So place a high priority on being different and more importantly--relevant. Every product or service is a solution, so work backwards to consider what problems exist in people's lives that would necessitate ne·ces·si·tate tr.v. ne·ces·si·tat·ed, ne·ces·si·tat·ing, ne·ces·si·tates 1. To make necessary or unavoidable. 2. To require or compel. this checking account. Paying high fees is that problem--so speak directly to it. Budget: $75,000 to $100,000 Craig Martin Craig Martin (born July 15, 1957 in Niagara Falls, Ontario) is a former Canadian national soccer team player. Martin made 6 'A' international appearances for Canada, 4 in 1983 and 2 more in 1984. , Adcom Communications, Cleveland WINNER PROFILE: PRINT AD SERIES A TEXAS BANK PUTS ITS NAME ON THE MAP Adopt-a-Map Print Campaign Institution: Frost Bank, San Antonio, Texas Asset category: Over $5 billion; 80 branch/bank locations Original thought behind creative concept: Our advertising agency, McGarrah Jessee, brought the idea for the campaign to us. They positioned the campaign as a Frost Bank partnership with Texas Monthly magazine and the Texas General Land Office. Frost Bank and Texas Monthly share a unique commitment to Texas values and roots. The land office had recently launched its Adopt-a-Map program to preserve historical state and county maps by seeking sponsorships from individuals and businesses to professionally preserve more than 400 extraordinary maps. The idea of helping to preserve part of our state's history was a perfect project for Frost Bank. The campaign reinforces our Texas values and our position as the Texas bank. Key goats: To enhance our brand and increase our market presence throughout the state. The ads have a unique look that fits with our overall branding advertising. The campaign was also designed to build public awareness of the Adopt-a-Map program and encourage the magazine's approximately 2 million readers to join the program and adopt a map. Campaign length: This was a ten-month campaign (March 2001 through December 2001). Each month, Texas Monthly magazine featured a different county map. The unique Layout and consecutive two-page ad spreads gave us an outstanding presence in the magazine throughout the year. Campaign results: We received a great deal of positive feedback, and the land office saw an increase in map adoptions. Campaign kick-off and campaign promotion to employees: The December 2000 issue of Texas Monthly contained a one-page ad designed to announce the campaign and generate interest in the map adoption program. We officially launched our participation in the map project in the March 2001 issue of Texas Monthly. That issue contained a pullout pull·out n. 1. A withdrawal, especially of troops. 2. Change from a dive to level flight. Used of an aircraft. 3. An object designed to be pulled out. Noun 1. poster insert featuring a reproduction of the preserved 1837 Texas map and a two-page ad spread. The insert included an explanation of Frost Bank's participation in the Adopt-a-Map program. It also let the reader know that the insert was a gift from Frost Bank. We provided each bank branch with extra inserts to give to customers. We announced the campaign to our employees by sending each of them one of the foldout fold·out n. 1. Printing A folded insert or section, as of a cover, whose full size exceeds that of the regular page. 2. A piece or part, as of furniture, that folds out or down from a closed position. 1837 maps along with a description of the campaign. Advice to bank marketers who are interested in developing a campaign of similar quality: The key to this campaign and all of Frost Bank's advertising is the strong partnership that we have with our ad agency. McGarrah Jessee helped us establish our brand positioning over five years ago. They know who we are and what we represent. Hence, they are able to develop effective campaigns for us. Budget: Approximately $500,000. Sallie Newman, vice president, marketing, Frost Bank A GRAPHIC WAY TO EXPLAIN THAT CUSTOMER MONEY WASN'T 'WORKING' AT COMPETITOR BANKS Working Money Multimedia Campaign Institution: First Tennessee Bank Asset category: Over $5 billion; 200 branches/bank locations Advertising agency: Thompson & Co., Memphis, Tenn. Description of ads: In "Money Coach" a group of men dressed in $20 bill suits are put through vigorous calisthenics calisthenics: see aerobics. calisthenics Systematic rhythmic bodily exercises (e.g., jumping jacks, push-ups), usually performed without apparatus. and weightlifting by a coach named Bill. The coach explains that, "Money doesn't want to work hard," and that's why it needs to be trained. He explains that money put into the bank's Priority Choices Checking is forced to work harder. In "Lazy Money," money in other banks' checking accounts are shown sitting in the living room watching TV like lazy, couch potatoes couch potato An Americanism for a sedentary person, usually ♂, whose predominant non-work activity consists in lying on a couch, watching TV. See Television intoxication 'syndrome.'. Cf Vigorous exercise. . The announcer reports that money put in Priority Choice Checking is swept into money market funds, where it works harder. At the same time, customers still have access to their money. Men dressed in $20 bill suits are shown jumping out the exit slot of an ATM. Original thought behind creative concept: Thompson & Co. was asked by First Tennessee to promote its Priority Choices Checking account. The account has lots of features and the ability to sweep the customer's money from a checking account to an investment account (where the customer can earn more). Thompson realized that most accounts pay little or no interest, so their money wasn't doing anything in their account. (It was lazy money.) We realized money in a Priority Choices Checking account would be working harder. This led to the creation of two TV spots: "Money Coach" and "Lazy Money." Key goals: To acquire new customers and cross-sell existing customers. We had a goal of 4,000 new customers. Length of campaign: The original campaign consisted of two spots ("Money Coach" and "Lazy Money"). The campaign launched during the first quarter of 2001. It kicked off Super Bowl Sunday and was extended until May 30. Campaign results: The introduction of "Working Money" helped First Tennessee achieve its highest brand awareness ratings ever (69 percent), and a 200 percent ROI (Return On Investment) The monetary benefits derived from having spent money on developing or revising a system. In the IT world, there are more ways to compute ROI than Carter has liver pills (and for those of you who never heard of that expression, it means a lot). . The "Working Money" characters became so popular among consumers that this led to additional spots being created to sell other products (investments and home equity loans/Lines of credit). --Alan Wolstencroft, creative group head, Thompson & Co., Memphis, Tenn. WINNER PROFILE: WEBSITE/E-COMMERCE ONE CLICK Is ALL IT TAKES TO FIND MOST FEATURES ON THIS REDESIGNED WEBSITE www.nsbank.com Institution: Nevada State Bank Asset category: $1 billion to $5 billion; 61 branches/bank locations Website designer: The Rose/Glenn Group, Reno, Nev. Original thought behind creative concept: The redesigned website had to retain the bank's existing customers and remain consistent with its customer service brand positioning, white also competing with the online services of larger banks. Direction given to the website designer: To be consistent with the bank's brand positioning, which is centered on customer service. In addition, the site was re-purposed to serve more effectively as a complete banking channel for retail and business customers. The redesign includes current Web-based banking capabilities and is intended to accommodate the rapidly expanding technology of online banking features. Key goals: The new website is designed around features the bank's customers use most. Features for customer service, branch locations, online help and account access were located on every page for convenience. Rollover A graphic element in an application or on a Web page that changes its color or shape when the pointer is moved (rolled) over it. See JavaScript rollover. See also n-key rollover. menus were added to the main navigation links, allowing customers to find almost any feature of the site with just one click. Finally, the graphic design of the site was changed to be consistent with the bank's brand positioning. A number of content features were added to simplify banking for customers as well as level the playing field with the bank's competitors. The first was to provide online account access and services for both personal and business customers, which has expanded to include wireless devices. In addition, an online branch mapping and search feature was integrated through a partnership with Mapquest, allowing customers to search for bank locations and driving directions to their nearest branch. Results of the website redesign: Before the redesign, the bank had approximately 15,500 customers banking online. As of June 2002, this number had grown to just over 23,700. Advice to other banks that are interested in a website redesign of similar quality: Give considerable thought to your goals. Carefully select the content, site functionality and navigation method that will best enhance your visitor's experience, keeping in mind your target audience. Budget: Approximately $30,000 to $40,000. Gina Brooks, director of Account Service, Rose/Glenn Group, Reno, Nev. RELATED ARTICLE: CERTIFICATE OF EXCELLENCE ANNUAL REPORTS Southeast Texas Southeast Texas is a subregion of East Texas located in the southeast corner of the U.S. state of Texas. The subregion is geographically centered around the Houston–Sugar Land–Baytown and Beaumont–Port Arthur metropolitan areas. Bancshares 2001 Annual Report, Southeast Texas Bancshares, Beaumont, Texas Beaumont is a city and county seat of Jefferson County, Texas and is within the Beaumont-Port Arthur metropolitan area. As of the 2000 U.S. Census, the city had a population of 113,866. . 2001 Annual Report, Citywide Banks, Aurora, Colo. 2001 Annual Report, Community Savings, Red Deer, Alberta Red Deer is a city in central Alberta, Canada. It is located near the midpoint of the Calgary-Edmonton Corridor, and is Alberta's third most populous city - after Calgary and Edmonton. , Canada. 2000 Annual Report: Opportunity Knocks, Sterling Savings Bank, Spokane, Wash. DIRECT MAIL SINGLE Provident prov·i·dent adj. 1. Providing for future needs or events. 2. Frugal; economical. [Middle English, from Latin pr Iron Cross, PSB PSB Pet Shop Boys (band) PSB Public Service Broadcasting (radio and television) PSB Public Service Board (Vermont) PSB Public Security Bureau (China) , The Marketing SuperSource, Lake Forest, Calif., for Provident Bank. MULTIMEDIA Delivery Room/College Tuition, Fallon Advertising, Minneapolis, for Citibank. Coast Launch, Klamath First Bank, Klamath Falls Klamath Falls, city (1990 pop. 17,737), seat of Klamath co., SW Oreg., at the southern tip of Upper Klamath Lake; inc. 1905. It is the processing and distribution center of a lumber, livestock, and farm area. , Ore. Blue Square Campaign, Standard Federal Bank, Elmhurst, Ill. Internet Banking, State Bank of Cross Plains, Madison, Wisc. Possibilities, Trahan, Burden & Charles Advertising, Baltimore, for Provident Bank. POINT OF SALE Air Pelican Poster, Klamath First Bank, Klamath Falls, Ore. PRINT AD SERIES 30% 0ff, Lamborghini, Splurge, Fallon Advertising, Minneapolis, for Citibank. Trust, Fidelity Federal Bank & Trust, West Palm Beach, Fla. PRINT AD SINGLE BCNB Concert Series Ad, Boone County Boone County is the name of eight counties in the United States, all named after explorer Daniel Boone:
Slicing & Dicing Ad, Boyden & Youngblutt Advertising, Fort Wayne Fort Wayne, city (1990 pop. 173,072), seat of Allen co., NE Ind., where the St. Joseph and St. Marys rivers join to form the Maumee River; inc. 1840. It is the second largest city in the state, a major railroad and shipping point, a wholesale and distribution hub, , Ind., for Delaware Investments. Curve, Middleburg Bank, Middleburg, Va. Big Mailbox A simulated mailbox in the computer that holds e-mail messages. Mailboxes are stored on disk as a file of messages, a database of messages or as an individual file for each message. The standard mailboxes are usually In, Out, Trash and Junk (Spam). , Ten United, Columbus, Ohio Columbus is the capital and the largest city of the American state of Ohio. Named for explorer Christopher Columbus, the city was founded in 1812 at the confluence of the Scioto and Olentangy rivers, and assumed the functions of state capital in 1816. , for Huntington National Bank. PUBLIC RELATIONS Guerrilla Marketing  The of this article or section may be compromised by "weasel words".You can help Wikipedia by removing weasel words. with the City Bank Teal Bench, City Bank, Honolulu, Hawaii For the city and county of Honolulu, see City & County of Honolulu. “Honolulu” redirects here. For other uses, see Honolulu (disambiguation). Honolulu is the capital as well as the most populous community of the State of Hawaii, United States. RADIO SINGLE Free Movies, Fallon Advertising, Minneapolis, for Citibank. Mailbox, Ten United, Columbus, Ohio, for Huntington National Bank. TV SERIES Jeremy, Michael, Annie, Hanna Advertising, Spokane, Wash., for Sterling Savings Bank. Blue Square TV Campaign, Standard Federal Bank, Elmhurst, Ill. TV SINGLE Press One, Martino Flynn, Fairport, N.Y., for Canandaigua National Bank. Imagine Corporate, Michael Flora & Associates, Tray, Mich., for Comerica Bank. Kash Fu, Thompson & Co., Memphis, Tenn., for First Tennessee Bank. Money Coach, Thompson & Co., Memphis, Tenn., for First Tennessee Bank. Scary House, Thompson & Co., Memphis, Tenn., for First Tennessee Bank. WEBSITE/E-COMMERCE www.esbtrust.com, Emporia Emporia (ĕmpôr`ēə), city (1990 pop. 25,512), seat of Lyon co., E central Kans., in the Flint Hills between the Neosho and Cottonwood rivers; inc. 1857. State Bank & Trust Co., Emporia, Kans. www.willowgrovebank.com, Willow Grove Willow Grove may refer to:
www.FNBAlaska.com, First National Bank of Alaska National Bank of Alaska (originally known as Bank of Alaska) was Alaska's largest financial institution for the latter part of the 20th century. In 2000, it was subsumed into Wells Fargo. Bank of Alaska was founded in 1916 by Andrew Stevenson in Skagway, Alaska. , Anchorage, Alaska. |
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