Hispanic marketing campaign.

• Position: Brief article

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Institution: American State Bank, Lubbock, Texas

This campaign grew out of the bank's desire to become the bank of choice for Hispanic consumers in the market.

The intent of the campaign was to promote the institution as the bank that understands the Hispanic culture and the financial aspirations of the Hispanic people. The campaign focuses on relevant products and services as well as Spanish-speaking bank personnel.

The campaign had a financial education component. The bank partnered with various organizations to provide educational workshops and...