Beacon Bank brand campaign.

• Position: ABAMN 2006 Financial Marketing Awards: Entry: Brand Campaign; Assets of under $500 Million

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Institution: Beacon Bank, Shorewood, Minn.

Assets: $220 Million; five locations

The bank's objective with this business banking ad campaign was to increase brand awareness in the market. The advertising strategy focuses on what differentiates Beacon from its competition: their people and their way of doing business. What better way to communicate that than...