Communicating with customers when a competitor is purchased.

• Position: Marketing News - Management of advertising campaigns - Brief article

One of the most difficult types of advertising campaigns is the one created in the wake of the acquisition of a competitor.

Naturally, you want to toot your horn and remind people that you are still a locally owned bank--especially when you competitor is purchased by a large regional or national bank.

On the other hand, you don't want to come across as negative or mean-spirited.

First Federal Savings & Loan (assets: $2.7 billion; 52 locations), Charleston, S.C., faced this challenge last December when BB&T reported that it had purchased Coastal Federal Bank, one of First Federal's local competitors. Since the acquisition was announced prior to Christmas, not many people were aware of it. R. Brace Copeland, senior vice president, marketing, at First Federal, wanted to conduct a print campaign in January to bring public attention to the change. He gave what...