Newsletter.

• Position: INEA BANK

A way to strengthen customer relationships

Institution: Washington Financial Bank, Washington, Pa.

Asset size: $818 million

The bank developed a newsletter to strengthen customer relationships, promote the bank's image and showcase the bank's experienced workforce.

The newsletter is targeted at customers with multiple relationships with the bank. An electronic version is e-Blasted to customers as well as some noncustomers. The newsletter is also posted on the bank's Website. Additionally, hard copies are mailed to Lifestyle Plus members, a travel club program that offers additional banking benefits.

The newsletter is a mixture of financial and human interest articles. Each issues contains a message from the CEO, customer testimonials, a community banking column and articles pertaining to community involvement, wealth management and business banking. The e-Blast open rate has been about 35 percent.

[ILLUSTRATION OMITTED]

Showcase Your Outstanding Work!

Have you produced outstanding marketing campaigns that deserve recognition? One of the best ways...