Customer acquisition.

• Position: Worthington National Bank contracts with J.O. Design LLC - Brief article

Appealing to Local University Football Fans

Institution: Worthington National Bank, Fort Worth, Texas

Asset size: $178 million

Agency: J.O. Design LLC, Fort Worth

The bank targeted customers in Tarrant County, noted for their love for the Texas Christian University (TCU) football team. Through its print advertisements and billboards, Worthington hoped to "reach" TCU alums, who are by far the largest group of decision- and money-makers in Tarrant County.

The bank wanted to make its staff members more approachable by making them the subjects of the ads. It was hoped that this approach would enable the staff members to open more accounts.

The advertisements strengthened the bank's relationship with the university. The improved relationship has led...