Commercial banking acquisition campaign.

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Institution: California Bank & Trust, San Diego, Calif.

Assets: $10.4 billion; 90 locations

This comprehensive campaign was designed to help the bank's commercial banking group find new customers.

The campaign generated coordinated sales collateral and tools that could be used during sales calls both with existing customers and prospects. A centerpiece of the campaign was a series of print ads that appeared in business journals in five regions near banking offices. The ad presented an analogy that a banker and his client were like a caddy and a golfer. The ad featured an actually California Bank & Trust banker and client. A fulfillment piece, "Financial Field Guide Booklet" was inserted in each journal.

Other campaign elements included a self-mailer, and two types of sales collateral, including a capabilities brochure/capacity folder and a presentation folder.

At year-end, each customer and prospect received a copy of the book by New York Times foreign affairs columnist, Thomas Friedman ("The World Is Flat") together with a custom bookmark.