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SOCIETY BANK UNVEILS NEW IMAGE AND POSITIONING CAMPAIGN "SOCIETY . . . WHERE TO GROW"

 SOCIETY BANK UNVEILS NEW IMAGE AND POSITIONING CAMPAIGN
 "SOCIETY . . . WHERE TO GROW"
 CLEVELAND, Sept. 21 /PRNewswire/ -- On Sept. 20, Society unveiled its new image and positioning campaign to the public. "Society . . . Where to grow." is more than simply another advertising campaign, but the public launch of a new direction that will position Society favorably against its competition.
 "By capitalizing on Society's strengths, as individuals and as a corporation, the image and positioning strategy will help carve a unique place for Society among existing and prospective customers in all of our markets," says A. Jay Meyerson, executive vice president of Society Corporation (NYSE: SCY).
 The image campaign follows nearly a year long effort by Society's Corporate Marketing Group in conjunction with a world-renowned research firm and Society's new advertising agency, J. Walter Thompson. To determine its perception relative to the competition, Society conducted comprehensive interviews and focus groups with over 2,000 individuals in six major markets. All of the research participants were consumers of banking services.
 "The position Society chose to pursue -- "Society . . . Where to grow." -- reflects the perception bank consumers have of Society relative to the competition," continues Meyerson. For Society to successfully distinguish itself from the competition, Society will emphasize its commitment to quality customer service, ability to be a trusted financial advisor, and sensitivity to real life customer values. Society will position itself to be perceived as a trustworthy partner that helps consumers realize their financial goals for growth.
 The new position will be used as a tagline in advertising and marketing materials to all customer segments. An interesting aspect of this campaign is that it is universal with appropriate applications of the theme for Retail, Investment Management and Trust Services and Commercial Banking.
 The campaign kicked off in Ohio and Michigan Sept. 20 with regional newspaper advertising and in local news and prime time television programming. The campaign launch will continue through the fall. Society's Indiana bank will launch the campaign after completion of its pending merger.
 The television commercial is a parody of "typical" commercial bank advertising, which uses metaphors like bankers "shooting the rapids" to serve customers. A Society banker interrupts the action with a message of how Society is "Where to grow."
 Prior to the public introduction of the campaign, all employees in Ohio and Michigan received "Box Launch" kits. These kits enabled employees to gain an understanding and appreciation of the image and positioning approach and a sneak preview of the television and print advertising messages. The kits included a "Where to grow." video, buttons, T-shirts with the "Where to grow." theme and a special brochure with a message from Robert W. Gillespie, chairman and CEO of Society Corporation, on career growth and development.
 As of June 30, 1992, Society Corporation had more than $23 billion in assets, $1.7 billion in equity capital, over $3.4 billion of market capitalization and more than 450 banking and trust offices in Ohio, Michigan, Indiana, Texas, Florida, New York, Colorado and Missouri. The trust business of Society ranks in the top 15 nationally in terms of revenues and managed assets. Through its affiliates, Society engages in commercial banking, consumer banking, mortgage banking and leasing, and trust and investment management services.
 -0- 9/21/92
 /CONTACT: John Fuller of Society Corporation, 216-689-8140/
 (SCY) CO: Society Corporation ST: Ohio IN: FIN SU:


KK -- CL017 -- 1673 09/21/92 12:26 EDT
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Publication:PR Newswire
Date:Sep 21, 1992
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