Commercial banking acquisition campaign.

• Position: ABAMN 2007 Financial Marketing Awards: Overall Runner-Up, Customer Acquisition Marketing; Asset Size of Over $5 Billion - Brief article

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Institution: California Bank & Trust, San Diego, Calif.

Assets: $10.4 billion; 90 locations

This comprehensive campaign was designed to help the bank's commercial banking group find new customers.

The campaign generated coordinated sales collateral and tools that could be used during sales calls both with existing customers and prospects. A centerpiece of the campaign was a series of print ads that appeared in business journals in five regions near banking offices. The ad presented an analogy that a banker and his client were like a caddy and a golfer. The ad featured an actually California Bank & Trust banker and client. A fulfillment piece, "Financial...