Reader's guide.

• Position: IDEA BANK

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

Customer Acquisition and Retention; Asset Size: $500 Million to $1 Billion

A Comic Strip Promoting Mobile Banking.

Institution: National Bank & Trust Co., Sycamore, III

Agency: Trittenhaus Design, Sycamore, III.

The bank decided to use a cartoon strip to promote mobile banking in order to satirize the stodgy 142-year-old bank image. The illustration was by Pat Brady, renowned cartoonist of syndicated cartoon, Rose is Rose.

As a result of the campaign, the bank quickly enrolled over 200 mobile banking customers.

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Acquiring New Business Customers: Asset Size: Over $5 Billion

Business Banking Survival Handbook.

Institution: Northwest Savings Bank, Warren, Pa.

Agency: Quinlan & Co., Amherst, N.Y.

This year the bank set out to present its Business Banking solutions in a new way that would attract attention and engage recipients. Inspired by The Worst Case Scenario Survival Handbooks, the bank created a customized Business Banking Survival Handbook. The handbook addresses each of the bank's Business Banking Services via a tongue-in-cheek worst-case scenario depicted through illustration.

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For example, "How to Survive on a Desert Island: With Business Mobile Banking." The handbook was sent to business targets in a well-worn case complete with free telephone card, enticing recipients to call the bank for all of their business banking needs.

The kits generated an increased stream of communication with prospective clients, generating more calls than usual, allowing the bank to foster new relationships. The bank's commercial loan base grew 10 percent from 2008-2009 and is projected to grow beyond 15 percent in 2009-2010.

Customer Acquisition and Retention: Asset Size: $500 Million to $1 Billion

Acquiring new customers when a competitor is purchased.

Institution: Community Bank of Texas, N.A., Beaumont, Texas

Agency: The Lee Group, Beaumont, Texas

The bank recognized an opportunity to increase market share by leveraging the natural market churn created when one of its primary competitors was acquired by an international...