Idea Bank.

• Position: Ralston360, McCormick Co, advertising contracts

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 section 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.

Mutlimedia

Best of show Best of the Best

Everything's Possible

Institution: Bank of the Cascades, Bend, Ore. Assets: $1.2 billion, 21 locations Agency: Ralston360, Bend, Ore. With this campaign, the bank strived to acquire new customers in growth markets while expanding and retaining customer relationships in mature markets.

The bank instructed the agency to communicate the institution's core brand values in a way that would resonate both with existing customers in established markets and potential new customers who might be less familiar with the bank. The campaign attempted to illustrate that the bank helps its customers achieve financial well-being through service, expertise and long-term relationships.

"Your ad campaign will only be as strong as your brand," says Debbie Amerongen of the bank. Determine and communicate the key emotional benefits that distinguish your brand and institution from others in your market, she adds.

Website/E-Commerce

Best of the Best

Target Gift Card Online Banner

Institution: Principal Bank, Des Moines, Iowa Assets: $2 billion Agency: McCormick Co., Des Moines, Iowa This banner ad was created online to attract new checking account customers to the institution, which is an online-only bank. The ad was used for six months.

"Know your target audience on the Web as you would traditional media, and target your ad placement, message and creative for online media," says Tami Baker of the agency. "It was important that we developed an offer that was easy for the customer to take action against and easy for the bank to implement and track."

TV Single Best of Humor Certificate of Excellence Geno Auriemma Campaign Institution: The Connecticut Bank & Trust Co. (CBT), Hartford, Conn. Assets: $86 million, four locations Agency: Mintz & Hoke, Avon, Conn. The bank chose a nonscripted commercial as part of a campaign to increase core deposits. The goal was to tell customers that CBT is about customer service and not the free gifts that other banks give...