It Comes with a Lake.

• Position: Print Series - Marketing of Central Bank of the Ozarks - Brief Article

Institution: Central Bank of the Ozarks, Osage Beach, Mo.

Assets: $380 million; seven locations

Agency: Hanna Stanley St. John Advertising, Columbia, Mo.

The bank targets mortgage customers who might be interested in moving to the lake or purchasing a lake home. Central Bank needed a series of print ads that "stood out" from the other mortgage and real estate ads in specified publications.

The bank talked to its agency about who the target audience was and which publications the ads would run in. The bank wanted to position itself as the "obvious choice for mortgages" and to use the ads to promote the lake lifestyle.

The image ads have worked so well that...