Capital markets interview resource guide.

Institution: Branch Banking & Trust, Winston-Salem, N.C. Assets: $97 billion; 1,400 branches Agency: The Bloom Agency, Winston-Salem, N.C.

The goal of this effort was to position the bank as a valuable source of interviews for national media outlets. The campaign took the form of an informational reference piece and interactive compact disk. The disk promotes specialized BB&T representatives for appearances on broadcast media outlets. The hope was that the CD would lead to increased national appearances by bank representatives.

"Have a good understanding of the audience," is the advice of Art Bloom of the agency. Marketers also need to know what appeals to media outlets as a solid resource and what will stand out from the crowd, he adds.