The once-a-century opportunity: from a marketer's perspective, the perfect 100th anniversary celebration involves creating events and activities that reflect the bank's brand--and also mirror the interests and demographics of customers.

• Author: Albro, Walt

IT HAPPENS ONLY ONCE EVERY 100 YEARS. But when this event finally rolls around, it represents a golden opportunity for marketers to draw special attention to their bank--and to reinforce the brand image among both customers and members of the community.

This rare marketing development is a bank's centennial celebration.

When a 100th bank birthday approaches, marketers are faced with a host of questions. What type of activities and promotions should the bank sponsor? How big should the celebration be? What types of activities are appropriate? What are the best ways to attract public attention? How much money should be spent?

To answer at least some of these questions, ABA Bank Marketing talked to marketers at two communnity banks--one that recently celebrated a centennial, and another that is in the process of marking a 100th anniversary this year. Their rstories follow below.

How Was a Typical Community Event Celebrated in the year 1912?

Merchants Bank, NA, Corporate office: Winona, Minn. Asset size: $1.28 billion Number of branches: 18 Year La Crescent branch was founded: 1912

When the branch in La Crescent, Minn., celebrated its 100th anniversary last year, the bank decided to organize an old-fashioned family ice cream social--complete with games, entertainment, food and actors dressed in period costumes.

The idea was suggested by the bank's customer service manager, Dawn Farrell, who had researched how the community typically would have celebrated such an event a century ago.

The bank developed an anniversary logo that was displayed on all print advertising throughout the year. The logo was showcased on banners in front of the branch. The event itself, which was held in October, was promoted in the local weekly newspaper and on radio. The bank handed out promotional fliers at the drive-up and in the lobby. Bank employees used word-of-mouth to supplement other promotional efforts.

"Our goal was to let people know that we have been around for 100 years, and we are still going strong and only getting better," says Mary Gordon, CFMP, vice president/marketing manager.

The initial brainstorming for the anniversary was done by the La Crescent bank's marketing committee. This group researched the bank's 75th anniversary to come up with ideas for the 100th celebration. They concluded that that the event should be family-focused and highlight life in the year 1912.

The event was held outside on bank property. It was scheduled to start after school hours...