Beacon Bank brand campaign.

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Institution: Beacon Bank, Shorewood, Minn.

Assets: $220 Million; five locations

The bank's objective with this business banking ad campaign was to increase brand awareness in the market. The advertising strategy focuses on what differentiates Beacon from its competition: their people and their way of doing business. What better way to communicate that than through the words of customers? The ads feature customer testimonials with their business banker in soft focus behind them. The supporting text tells the story.