Small-Business Appreciation Month.

• Position: Brief article

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Institution: Commerce Bank, Kansas City, Mo.

The bank created a Small Business Appreciation Month to recognize the importance of small businesses. The campaign created an atmosphere of passion and appreciation for both current and prospective customers. The bank not only stated its appreciation for small business, but showed that it understood what makes them tick.

The campaign highlighted statistics showing the impact small businesses has on the economy. The campaign mixed in statistics about small-business owners' lives that demonstrated their passion for and dedication to the businesses they run.

The integrated campaign used a variety of mass media elements. The heart of the messaging occurred at the bank branches...