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A slick multimedia campaign for a small community bank? No problem.

Integrated multimedia marketing campaigns are difficult for small- to medium-sized community banks. The campaigns are too expensive to hand over to an outside marketing firm, but require too much for the bank to handle in-house.

Now MarketMatch of Dayton, Ohio, has introduced a package of integrated customizable campaigns that the company says is comparable in quality to those produced by national banks--only at an affordable price. The package is called Ready2Market. Each suite consists of ads in a variety of media that am tied to together with unified copy and graphic images. All the Dank has to do is to drop its logo into the marketing material.

Community banks have the option to administer the multimedia programs themselves or outsource management to MarketMatch.

"This program is designed with the flexibility to be easily tailored to the needs of nearly any community bank," says Brace A. Clapp, company president.

Integrated campaigns are available for the categories of checking, free checking, credit card and home-equity line.

Each campaign consists of

* A targeted program kick-off.

* Newspaper ads.

* Radio ad script development.

* In-branch signs (both 8.5 by 11 inches and 22 by 28 inches).

* Direct mail postcards (6 by 9 inches).

* Statement stuffers/buck slips.

* Fliers (8.5 by 5.5 inches).

* Outdoor billboard advertising.

Banks have the option of using all the elements or only some--whatever best meets the institution's needs.

A sample checking campaign uses the slogan "Checking to Fit your Lifestyle," and displays images of a variety of people, either alone or in family groups. The concept is to use "friendly faces" and a "range of lifestyles" to sell the convenience and flexibility of the bank's checking accounts.

The Ready2Market package is a component of the company's Customer Leadership Marketing program, which, according to Clapp, is designed to help banks become more marketing-focused, improve brand consistency, deepen customer relationships and increase revenue. For more information, visit online at
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Title Annotation:New Products
Publication:ABA Bank Marketing
Geographic Code:1USA
Date:Jan 1, 2004
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