Bank creates a memorable character--Mrs. P--to star in its ad campaign.

• Position: Marketing News

Faced with tough competition from larger banks, a community bank in New York state decided to create a "persona"--in the form of a typical customer--to articulate the bank's message in a brand-driven multimedia campaign.

The character--Mrs. P--was developed by Provident Bank (assets: $2.8 billion; 33 locations), based in Montebello, N.Y.

"Mrs. P is an approachable, accomplished woman of today," says the agency, Austin & Williams, Hauppauge, N.Y. "Mrs. R does it all. As she balances family, work and play, she depends on Provident Bank to keep everything going well."

Consumers and business owners in the marketplace--Rockland, Orange, Ulster, Sullivan and Putnam counties in New- York state and Bergen County, N.J.--are exposed to hundreds of financial services ads monthly in print and electronic media, notes Connie Martin, vice president and director of marketing.

"In selecting Mrs. P. as the 'persona' of Provident Bank, our goal was to stand out in our marketplace using a different approach from our competitors to appeal to a broad range of consumers, while showing how we deliver the bank's brand values and service excellence to our customers."

Mrs. P is described as a 40-something woman who knows what she wants in a bank, has her own business, a family and a penchant for living life to the fullest--often leading to light-hearted scenarios.

Using focus groups and other research, the bank and the agency- determined that Mrs. P. had widespread appeal to a broad range of audiences, including male and female consumers and business owners. The campaign also includes additional characters, Mrs. P's family and friends, in various financial scenarios to broaden its appeal and demonstrate additional financial challenges Provident Bank has met.

The campaign, which took about 12 months to develop, was launched this autumn. The campaign consisted of print, cable television, radio, Web site banners...