This online video 'magazine' provides 'how-to' business info.

• Position: Citizens National Bank

CINDY SCOTT

Vice President/Marketing Director

Citizens National Bank

Bluffton, Ohio

Assets: $565 million; seven locations

Like many banks recently, Citizens National has cut back on its print advertising. Instead, it is diverting the money into online channels and broadcast and cable TV. "We are a big proponent of TV for branding purposes," says Scott.

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About two years ago, the commercial bank started a monthly video magazine of small-business topics. The videos, which range from 3 to 5 minutes, are posted on the bank's Web site. Past videos are archived, so that the bank has a virtual library of business topics ranging from how to develop a business plan to how to hire staff.

"This is just another tool that we use to get people to understand our brand," says Scott.

Topics for the videos were initially developed by research, including the use of a focus group with bank customers and prospects. After topics are selected, the bank searches for an expert who can answer questions on the topic. Citizens National first looks for an expert who is a customer and, if it cannot find one, it then uses an outside expert.

The bank works with an advertising agency to produce the videos, which are frequently shot in the expert's place of business.

When the completed video is ready for posting, the bank sends out a promotional e-mail to...