Reader's guide.

• Position: Idea Bank

READER'S GUIDE

The "Idea Bank" showcases outstanding examples of advertising and other marketing campaigns from financial institutions of all sizes and location. Included in each issue are some of the winners of the most recent ABA Financial Marketing Awards hosted by the ABA Marketing Network. The name of all financial institutions or advertising and communications agencies are included where appropriate.

ABA FINANCIAL MARKETING AWARDS

Customer Acquisition and Retention Campaigns; Asset Size: Over $5 Billion

'Green' Business Banking Campaign

Institution: First National Bank of Pennsylvania, Hermitage, Pa.

Agency: Adcom Communications

The campaign objective was to increase interest in First National Bank's business banking services among all size businesses in Pennsylvania and eastern Ohio. Secondarily, the campaign was intended to bring greater attention to the many ways business banking can "go green" at First National Bank. The target: businesses across Pennsylvania and eastern Ohio with an emphasis on small- to midsize Businesses, organizations and associations.

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Components:

* Thirty-second TV spot.

* In-branch merchandising poster.

* In-branch merchandising insert/takeaway.

* Newspaper ads.

* Direct mail (live evergreen seedling in clear plastic tube).

* Outdoor advertising.

Results:

Campaign results exceeded business goal by 32 percent; there was a combined increase for new account acquisitions and increase in "go green" banking services.

Financial Education; Asset Size: $500 Million to $1 Billion

Military Spouse Finance Guide

Institution: Pioneer Services, the Military Banking Division of MidCountry Bank

Several years ago, the financial services provider discovered a lack of comprehensive financial information for military spouses--the ones who take care of the family and finances during their spouses' deployment in the military. Pioneer Services tried to fill the void with the publication of "The Military Spouse Finance Guide: Financial Advice for the Homefront."

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The book was based on two years of research--Pioneer talked to associates who had spouses in the military, poured over Department of Defense documents on pay and benefits, and reviewed our materials to see if there were opportunities to cover new subjects.

Objectives:

* Provide comprehensive financial education to military spouses.

* Securing endorsements from individuals/organizations with strong military affinities.

* Highlight...