Lights, camera, action: a bank marketer with a background in television.

• Author: Marlin, Brenda
• Position: Marketer Profile - American Trust and Savings Bank - Interview

"There are different models to build and measure your campaigns. Unless you understand the difference and are prepared to demonstrate metrics, you won't be as effective as you need to be."

--Peg Hudson, CFMP

Producer, leader, community influencer and marketing innovator would be a few of the names describing Peg Hudson, senior vice president, marketing director of American Trust & Savings Bank (assets: $1 billion), headquartered in Dubuque, Iowa.

With a background in television as a producer and director, she has parlayed her experiences into the bank marketing arena. As a high profile marketer of 27 years, she credits her successful career to gaining an in-depth financial and operational understanding of the world of banking, networking with other marketers, and being an innovator and leader that mentors others in this often misunderstood profession.

Still having a passion for producing quality TV commercials, she has kept her finger in the creative pie and has built an in-house marketing/advertising department, which functions similar to that of an outside advertising agency.

Does your bank have a strategic plan?

Our bank has a five-year strategic plan. It is comprised of broad, bankwide goals and targets that will be achieved within those rive years. Each division contributes a strategic plan that quantifies its financial targets, goals, and tactics that roll up to meet the broad bankwide goals. Each year each division submits an operating plan comprised of goals and tactics that will enable it to meet its five-year strategic goals.

Do you have a marketing plan?

Marketing has a broad five-year goal for market-share growth. This goal is achieved through annual strategic-marketing plan goals and tactics for brand strategy, resource allocation, advertising and public relations campaigns, marketing return on investment, and product management.

Does marketing have a seat on the asset-liability committee (ALCO)?

Yes, I serve on the ALCO.

Since your career didn't start in bank marketing, can you explain how you ended up there?

My career in banking started in advertising. My first job out of college was producing TV commercials and directing newscasts and special programming. After six years in that field, a friend of mine left her job as marketing assistant at a community bank to become a sales representative at the TV station. Having achieved the highest position in production at the station, I wanted a new corporate opportunity so I took her position as marketing assistant.

After the transition to the bank, I went back to college to get the business courses I knew would help me understand the business of banking. I used the major in art and the minors in television production and communication I earned in college to help me produce and manage the advertising. But what really jump-started my success in banking was attending the ABA School of Bank Marketing and Management. There, I received the education and practical application of bank marketing and management strategies that even my boss didn't have. Within a few years I had his job, and I was able to chart my own path to success.

Does your bank have a brand?

Our brand is "trust." Research proved that our bank scores very well in service attributes that relate to trust: accuracy, confidentiality, consistency and so forth...