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 locations. The names of all advertising and communications agencies are included where appropriate.

Outdoor Billboards

Enjoy Our Online Bank Lobbies

Institution: FirstBank Holding Co., Denver, Colo.

Asset size: $10 billion

Agency: TDA Advertising and Design

The oversized "lobby" billboards were created to demonstrate that no one is going to miss the bank lobby while encouraging the bank's online banking tool.

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Branding

Just Better

Institution: South Shore Savings Bank, South Weymouth, Mass.

Asset size: $955 million

Agency: McDoughall & Duval, Amesbury, Mass.

The aim of this rebranding campaign was to increase market share and acquire new customers.

The campaign focuses on the bank's strong value within its market and attempt to differentiate the bank by integrating a new tagline, "Just Better" into all marketing initiatives.

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The campaign began with a complete market assessment, involving employees, customers and noncustomers. From there, it featured a comprehensive media plan, new tagline, print ads, radio spots, online banners, collateral and billboards.

Events

Veterans Week Celebration

Institution: Clear Mountain Bank, Bruceton Mill, W. Va. Asset size: Asayo Creative Inc.

In honor of local veterans and their families, the bank hosted a "Veteran's Week Celebration" from Nov. 8-13, 2010. The campaign had three main components. The bank:

* Sponsored and hosted a Veteran's Financial Expo in which vendors provided helpful information on a variety of topics, such as managing a household budget, planning for retirement, buying a home, starting a business and more.

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* Hosted a flag-raising ceremony featuring patriotic music by a local middle school orchestra. Local veterans organizations also participated.

* Decorated branch offices in patriotic themes and offered product specials for veterans throughout the week, including free patriotic checks with new accounts, rate reductions on loans and discounts on mortgage loan closing costs.

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The promotion campaign for the event included newspaper, radio, in-branch signage and online marketing, including the bank website, Facebook and Twitter pages.

The local media was informed of the event and invited to attend all activities.

Based on the...