Avoid checking fees.

• Position: Multimedia - Brief article

Institution: First Bank, Strasburg, Va

Asset size: $544 million

Agency: Financial Marketing Solutions (FMS), Franklin, Tenn.

The bank reconfigured all of its checking account and launched a campaign to introduce customers to the changes. The key theme was that each customer was given a way to avoid paying any fees in connection with any account.

Promotion started off with teaser campaign that introduced the website www.avoidcheckingfees.com. Advertising drove customers to the landing page where customers had the...