Idea bank.

Winner

Impact; Asset Size: Under $500 Million

Promoting Safety and Soundness

Institution: Ohio Valley Financial Group, Henderson, Ky.

Agency: Financial Marketing Solutions

Eighteen months ago, while consumers across the country were concerned about the nation's economy and the state of the financial services industry, the bank launched a marketing campaign that reflected on the issues affecting their own customers, and provided well-substantiated reassurance.

Focusing on both its own soundness and the industry's situation, the bank highlighted the fact that it was still one of the strongest, healthiest and most stable banks in the region throughout a series of emotive and colorful statement stuffers sent to customers, posters placed in the lobbies, a banner hung up for passersby to see and ads printed in community newspapers.

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Impact; Asset Size: Under $500 Million

Knowledge is Powerful Medicine

Institution: Framingham Co-Operative Bank, Framingham, Mass.

Agency: Sundin Associates, Natick, Mass.

This ongoing campaign, called "Checking for Charity," is a combination of product marketing, charitable giving and consumer health education and awareness.

The campaign's objective is reinforced in its tagline: "When it comes to your health, knowledge is powerful medicine."

For each new retail or business checking account opened, the bank donates $10 to the American Cancer Society. Each quarter, the donation is given to fund research for a different type of cancer. Each is highlighted in turn by a display of related pamphlets and other informational materials in all branches.

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Checking for Charity has its own logo and in-bank support materials, including a follow-up thank you note advising the new checking customer of the donation. The campaign is reinforced through customer print and electronic newsletters, visual signage throughout the bank, and on the bank's Web site and its Facebook page.

The 'Fun Mobile' Serves Hotdogs and Popcorn

Institution: F&M Bank, Clarksville, Tenn.

Asset Size: $750 million

The bank this summer repurposed its brightly colored Fun Mobile, first introduced during the bank's 100th anniversary in 2006, to serve as a hotdog, popcorn and drink distribution vehicle.

The Fun Mobile made multiple appearances at each of the bank's 15 middle Tennessee offices as well as several special bank, mortgage and community events.

From June through November, it is estimated...