Idea bank.

Samples of ad campaigns and other marketing materials from banks around the country. The creative includes print, radio, TV, outdoor, multimedia, point of sale, brochures, direct mail, annual reports, websites, public relations and sales promotions.

Editor's Note: We inaugurate here a new department showcasing recent examples of advertising and other marketing products from financial institutions of all sizes and locations. We encourage you to browse through this section monthly to pick up "idea starters" for your own marketing efforts. Included among the materials that will be published during the upcoming year are the winners of the 2003 Advertising Awards Competition sponsored by the ABA marketing Network. The names of advertising agencies are included where appropriate.

JUDGES SPECIAL AWARD ABAMN 2003 AD Awards Contest

PRINT SERIES

Do Something Amazing

Institution: First Citizen Bank, Raleigh, N.C.

Asset category: $12.3 billion; 338 branches

Advertising Agency: McKinney & Silver, Raleigh, N.C.

Branding was the main goal of this campaign: to improve both the bank's consideration and attribute ratings. A secondary aim was to increase new demand deposits. After four months of the campaign, consumer perception that First Citizen was "genuinely better than most other banks" increased by 12 percent Bank consideration increased by 46 percent.

MULTIMEDIA

Student Campaign

Institution: Zions Bank, Salt Lake City, Utah

Asset category: $10.5 billion; 145 locations

Traditionally, the college student market has been a difficult one to tap. Often students will open an account at the beginning of the school year only to take advantage of the premium being offered. After that, the account goes inactive.

Zions Bank decided to see if it could reverse this situation. The bank asked the advertising agency to develop a student-oriented campaign that would not only bring in new student accounts, but also would help to build long-term relationships that would be continued after graduation.

The result was a campaign that included a premium giveaway and contest to entice students to open an account (communicated in print, radio and in-branch merchandising) as well as the development of a student website, zionscodegreen.com.

The idea behind the website was it would evolve into a "cool" address that would not only provide students with leading-edge online banking, but also a place to find pertinent information, both financial and nonfinancial All advertising elements directed students to the Web address.

The campaign lasted eight weeks and had a budget of about $100,000.

BEST OF THE BEST AWARD

ABAMN 2003 AD Awards Contest

TV SERIES

See for Yourself

Institution: Columbia River Bank, The Dalles, Ore.

Asset category: Assets: $579 million; 18 locations

Advertising Agency: The Mother Ship, Lake Oswego, Ore.

The objective of this campaign was to offer prospects an alternative to the "big" banking experience and to encourage them to give Columbia River Bank a try.

The agency started by placing an ad in local newspapers soliciting people to tell stories-good and bad--about their bank. The agency then took videos of these true stories. "We decided to use these real stories to talk about what people want in a bank--and showcase what makes Columbia River Bank different," says Jim Terry of the agency, The Mother Ship.

The initial goal was to create a single, 30-second TV spot. But there was so much good material that the bank was able to create three different spots to rotate throughout the year. The "See for Yourself" theme was extended to print, radio, brochures, signage and the website.

"The simple tone and straightforward honesty of speaking with (and listening to) real people helped create a connection to the community," adds Terry. The three spots cost about $35,000 to $40,000.

PRINT SERIES

Get on a Mouse

Institution: Bank of Stockton, Stockton, Calif.

Asset category: 1.4 billion, 12 branches

Advertising Agency: Palmer Advertising, Stockton, Calif.

When the 136-year-old Bank of Stockton embarked on a campaign to promote its Internet banking services, it decided to draw on the resources of its archives containing 22,000 historical photographs of its market area, the San Joaquin Valley.

The bank was offering an Internet product that was easily differentiated from competitors. The technology had three features that were not available at other local financial institutions: real-time transfers, check imaging (where you can see both the fronts and backs of cleared checks) and online statements.

As a result, the bank decided to promote the benefits of its product using the historical photographs to grab the interest and attention of customers. "Rather than showcasing just the features, we wanted to showcase the benefit-which translated into not having to wait because the customers could get the information they needed immediately, with the dick of a mouse," says Angela Brusa, vice president and director of marketing.

The four-month campaign featuring the historical photos also reinforced the bank's brand as a locally owned, independent bank.

Before-and-after surveys showed an increased level of awareness of the product's unique features. "We saw a definitive increase in households using the product," adds Brusa.

Total cost, which included lobby cards, was under $100,000.

BEST OF THE BEST AWARD

ABAMN 2003 AD Awards Contest

WEBSITE

www.privatebankandtrust.com

Institution: PrivateBank and Trust Co., St. Charles, Ill.

Asset category: $1.5 billion; eight locations

PrivateBank and Trust Co. recently decided to revamp its existing website, looking for something that was less generic and more reflective of the bank's image and philosophy. To assist the Web designer, bank managers provided many details: examples from other marketing materials that represented the look the bank was trying to achieve; a description of what the bank wanted to accomplish; and examples of artistic treatments that manager felt best mirrored the bank's image. Shown here is the result after completion of phase one of the redesign.

As for advice to other banks that are considering a redesign, Susan C. Schmitt, marketing officer, says, "Plan for it to take at least six months longer than anticipated."

AWARD

ABAMN 2003 AD Awards Contest

DIRECT MAIL SINGLE

The Secret's Out

Institution: First Trade Union Bank, Bedford, N.H.

Asset category: $300 million; two locations.

Advertising Agency: Pannos & Skeffington Marketing, Bedford, N.H.

Although its commercial banking department had significant capabilities, First Trade Union Bank realized that it lacked high name recognition in the marketplace. After consulting with the ad agency, the bank decided to generate interest in commercial banking through a creative direct mail campaign with a targeted list-and a simple offer. The campaign was built around a "best-kept secret" theme.

After the mailer was dropped, the campaign was supported for two weeks with print ads.

The bank estimated that the campaign resulted in $1 million in new loan volume. The project cost less than $10,000.

PRINT SERIES

C&M Branding Series

Institution: C&M Bank, Dougtasville, Ga.

Asset category: $155 million; three locations.

Advertising Agency: Augsbury Advertising Inc., Smyra, Ga.

C&M wanted to establish a brand image for itself as a community bank than can fulfill both retail and commercial banking needs. It directed the agency to develop a campaign that would increase public awareness of C&M's product and services and portray the bank as a source of "one-stop banking" for both retail and commercial banking customers. The campaign consisted of four ads that were rotated in local community print media according to a schedule established in a comprehensive marketing plan. Budget was approximately $30,000 for creative and print media.

PRINT SERIES

Elevator Boy Campaign

Institution: Norwood Cooperative Bank, Norwood, Mass.

Asset category: $300 million

Advertising Agency: Pannos & Skeffington Marketing, Bedford, N.H.

In 2002, Norwood was interested in extending CD maturities and raising $5 million in new deposits. Since the public was hesitant at the time about putting money into longer-term CDs, the institution created a new product similar to the "bump-up" or "step-up" C0.

Norwood directed the ad agency to create a campaign that would grab attention and bring in new money. The agency came up with the concept of the "elevator that only goes up" as the campaign focus. The product was renamed an "elevator CD." The print series was part of a campaign that included in-branch signage, statement stuffers and direct mail

After eight weeks, the institution reported $8 million in new CD deposits, 60 percent above the campaign goal The budget was approximately $8,500, including media placement.

SALES PROMOTION

Life Events Muscadine

Institution: Capitol Federal Savings, Topeka, Kan.

Asset category: $8.6 billion

This thrift developed the idea of an image campaign in which the institution handed out bottles of sparkling grape juice (Muscadine) in celebration of various "life events" of wealth management customers. Customers who enrolled in services that pertained to one of four life events--college, career, home or retirement--received bottles with customized labels containing the Capitol Federal Savings logo. The goal was to attract all ages to the thrifts products and services.

Bottles were distributed during a campaign that lasted for four months. James Billinger, the thrift's business development manager, notes that other financial institutions might consider bottles of Muscadine as a "fun giveaway item" for festive occasions like bank anniversaries or grand openings.

PRINT SERIES

Business Challenges, Business Solutions

Institution: Bridgewater Savings, Bridgewater, Mass.

Asset category: $260 million; five locations

Advertising Agency: Sundin Associates Inc., Natick, Mass.

Bridgewater Savings created this campaign in an effort to increase awareness among local businesses of the bank's business banking capabilities.

The hope was to make it clear to the targeted audience that the local community bank was well positioned to compete with big regional players, and to lay the groundwork for personal contact by the bank's commercial loan officers.

The initial six-month campaign started in November 2002 and was later extended by an additional six months.

The campaign also included telemarketing, branch merchandising, outdoor billboards, and targeted print media. Campaign budget for the fiscal year was $100,000.

RECEIVE RECOGNITION FOR YOUR CREATIVE WORK

Have you produced outstanding marketing materials that deserve peer recognition?

One of the best ways to achieve that acknowledgement is to submit entries to the annual Advertising Awards Competition sponsored by the ABA Marketing Network.

Each year a panel awards prizes in the categories of television, radio, print, outdoor, website/e-commerce, direct mail, public relations, annual reports and multimedia.

Financial institutions in each of four asset categories are eligible to receive awards. Both financial institutions and their advertising agencies can submit materials.

In 2004, winners will be presented at the ABA Marketing Conference, Sept. 12-14, 2004, in Scottsdale, Ariz.

For more information about the competition, contact Barbara at the ABA Marketing Network, 1120 Connecticut Ave., N.W., Washington, DC 20036-3971. Toll-free telephone: (800) BANKERS, extension 5283. Fax: [phone]. E-mail: [e-mail]