Enrich 50 magazine.
Institution: First Midwest Bancorp Inc., Itasca, Ill. Assets: $6 billion; 69 locations. Agency: Loren and Associates, Grant Park, Ill.
First Midwest Bancorp decided to convert its existing newsletter for customers age 50 and over into a magazine. The bank asked the agency to develop a "smart" magazine with a contemporary feel that would appeal not only to the elderly but also to the baby boomer generation.
The content was designed to be fresh, topical and forward-looking. Stories were also developed to serve as a catalyst for bankwide sales initiatives.
Within a year, the magazine developed a strong following among both customers and employees, "who eagerly await each new issue," according to the bank.
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|Title Annotation:||Newsletter Series|
|Publication:||ABA Bank Marketing|
|Article Type:||Brief Article|
|Date:||Jan 1, 2004|
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