Idea bank.

• Position: Directory

Reader's Guide:

Our "Idea Bank" showcases recent examples of advertising and other marketing products from financial institutions of all sizes and locations in the United States. Browse through this set, on to spark your creativity for your marketing efforts. Included in each issue are some of the winners of the most recent Advertising Awards Competition sponsored by the ABA Marketing Network. The names of advertising or communications agencies are included where appropriate.

Annual Report

BEST OF THE BEST AWARD

ABAMN 2004 AD Awards Contest

Summary Annual Report

Institution: Alliance Bancshares California, Culver City, Calif.

Assets: $300 million, four locations

Agency: Strata-Media Inc., Orange, Calif.

The agency was instructed "to think outside of the box," and to consider different standards, including innovative size and paper, as compared to past annual reports.

"I wanted it to be viewed as a 'coffee table book,' something our clients and shareholders would not want to throw away as soon as they reviewed the marketing pages," says Monique Johnson, director of marketing and communications at Alliance Bank.

At the time the bank was expanding into two new communities in Southern California. The goals were to "wow" the prospects, show that the bank was professional, strong and eager to take on new business.

Direct Mail Series

BEST OF THE BEST AWARD

ABAMN 2004 AD Awards Contest

Congratulations!

Institution: The MassMutual Trust Co., FSB, Hartford, Conn.

Assets: $250 million (under administration)

This campaign was created in-house. "Create a uniform visual 'look' and keep the theme consistent," is the advice to other marketers from Bill Dougherty of the financial institution, which specializes in trust and fiduciary services. The campaign purpose was to drive sales of fiduciary services through the company's financial representatives. The campaign ran for about seven months.

Annual Report

2003 Annual Report

Institution: National Commerce Financial Corp., Memphis, Tenn.

Assets: $22 billion

Agency: Perdue Creative, Memphis, Tenn

NCF's goal was to communicate with positive enthusiasm how recent changes in leadership had created not a whole new company, but rather a return to the "legacy NCF" of earlier years.

Multimedia

Judges Special Branding Award

BEST OF THE BEST AWARD

ABAMN 2004 AD Awards Contest

No Fences

Institution: PlainsCapital Bank, Dallas, Texas

Assets: $2.2 billion; 30 locations

Agency: Hybrid Inc., Dallas, Texas

The bank, as well...