Reader's guide.

• Position: IDEA BANK - Northern Bank & Trust Company contract with Sundin Associates - First Montana Bank Inc. contract with Gravity Media Productions

The "Idea Bank" showcases outstanding examples of advertising and other marketing campaigns from financial institutions of all sizes and locations. The names of advertising and communications agencies are included where appropriate.

Collateral

Customized Collateral to Support Mortgage Efforts

Institution: Northern Bank & Trust Company, Woburn, Mass.

Asset size: $893 million

Agency: Sundin Associates, Natick, Mass.

The bank wanted to develop content-driven marketing materials that could be used by a growing team of mortgage officers.

The agency created templates for a series of print-on-demand Word fliers that could be customized for each officer. Content was developed to address specific audiences or needs. The flier also had to be consistent with the bank brand and with compliance requirements.

After creating the fliers, the agency introduced an email marketing strategy designed to support the mortgage officers through a quarterly newsletter entitled, "Home Advice." Sent to contacts provided by the mortgage officers, each edition includes mix of articles from bank as well as nonbank sources. Articles include bank products and services and other bank news and links to important informational sites.

Critical to success was the ability to customize each newsletter to include the photo and contact information for each officer without the need to create multiple mailing lists.

TV Commercial

A Cash Back Debit Card Feature

Institution: First Montana Bank...