Wider variety of syndicated ads, both print and broadcast, now available.

Syndicated ads. That's a popular phrase these days at small banks trying to develop professional-looking print ads on a limited budget. Within the last few years, several vendors have offered new syndicated services to community banks. Usually the vendors offer to license ads exclusively to a bank in a single market area--after the institution has customized the ad with the bank's name and logo.

The syndicated offerings continue to expand into other types of advertising. Below are three of the latest offerings.

AdPro of Comelius, N.C., says that it updates its collection of bank advertising materials weekly. It also offers more than just print acts. It provides websites, billboards, direct mail, newsletters and brochures as well.

For a monthly fee, banks have unlimited usage of the company's database consisting of hundreds of types of advertising materials. Banks can choose the acts they want by reviewing thumbnails.

Ads can be coordinated to provide "a complete customer acquisition and customer retention strategy," according to the company, www.bankadpro.com

PSB of Lake Forest, Calif., provides syndicated ads for broadcast by community banks--including both television and radio ads. The company says it can customize its "pre-produced" ads ar create new ones. "Custom advertisements include writing, producing, directing and editing based on the client's specific needs," the company says.

Texas Star Bank (assets: $144 million) in Van Alstyne, Texas, recently used the company to assist in developing radio advertising promoting the institution's online banking service. According to Cynthia Glover, marketing director for the hank, Texas Star wanted to strike a balance in its radio advertising between a traditional Texas appeal and the modernity of the Internet.

One of the bank's concerns was the authenticity of the voice talent used in the commercial. They wanted someone who could speak authentic "Texan." PSB identified a man who had lived in Houston for 25 years.

"That's why you use a professional," says Glover. "Sometimes radio companies want the branch president to come in and just read a script, but there is quite a difference when you do it professional with voice talent and a script that's been written specifically for your bank." www.psbonline.com

Cal Image Studios, Rancho Cordova, Calif., is offering to license an entire multimedia advertising campaign for financial institutions entitled, "We'll Help You Dance." The company says the campaign "celebrates the jubilation that comes with buying that new home, car or entering a new phase of life." The campaign consists of newspaper ads, billboard layouts, magazine ads, TV and radio spots, and graphics for collateral materials. The campaign elements can be licensed as a complete package or individually. (See and hear an online demo of the campaign at www.calimage.com/dance.)