Idea bank.

READER'S GUIDE

The "Idea Bank" showcases outstanding examples of advertising and other marketing campaigns from financial institutions of all sizes and locations. Included in each issue are some of the winners of the most recent ABA Financial Marketing Awards hosted each year by the ABA Marketing Network. The names of all financial institutions or advertising and communications agencies are included where appropriate,

ABA FINANCIAL MARKETING AWARDS

Winner

Branding; Assets of 41 Billion to $5 Billion

Bank Happy Campaign

Agency: Eric Mower and Associates, Atlanta

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The bank primarily serves small communities (with 140 branches in New York and Pennsylvania), where it makes an effort to know its customers on a first-name basis.

The bank created a branding campaign built around the theme, "Bank Happy."

The campaign's message was communicated at many touch points, including in-branch posters, teller buttons, and an advertising campaign that included print, outdoor, radio and television.

ABA FINANCIAL MARKETING AWARDS

Winner

Financial Education; Asset Size of $500 Million to $1 Billion

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Pacific Express Kids Club Savings

Institution: Bank of Guam, Hagatna, Guam

The Pacific Express Kids Club is an integrated savings account program for children under 18. Highlighting much of the Chamorro culture (the native culture of Guam), it is designed to teach its members the importance of saving money through education and reward. The club encourages children to save money, educating them on the subject of banking and good investment/saving habits. By learning the importance of saving at a young age, this will lead to sound financial responsibility in the future. The Web site is interactive for children and their parents to:

* Meet Bank of Guam's mascot, Juan and his Friends.

* Read about "Juan and his Red Bike."

* Learn to save.

* Understand how a bank works.

* Engage in playtime activities.

* Participate in Parents Zone.

* Learn to speak out.

* Sign up for membership card.

* Learn about the club.

Each applicant receives a Bank of Guam Activity Booklet featuring a story about "Juan and his Red Bike" which they can color and play games.

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ABA FINANCIAL MARKETING AWARDS

Winner

Community Service; Asset Size of Over $5 Billion

Back to School Campaign

Institution: Arvest Bank, Bentonville, Ark.

The bank has traditionally supported local public schools, colleges and adult...