environment
Reader’s guide
by admin on Apr.23, 2010, under environment
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 each year by the ABA Marketing Network. The names of all financial institutions or advertising and communications agencies are included where appropriate.
ABA FINANCIAL MARKETING AWARDS
Annual Reports; Asset Size: $1 Billion to $5 Billion
Grow Iowa
Institution: Bank Iowa Corp., West Des Moines, Iowa
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When the bank developed its annual report, its goal was to create a visually compelling piece that detailed the institution’s financial strength and ability to grow in one of the most challenging years for the financial services industry.
The theme "Grow Iowa" was tied into a recent advertising campaign, "Live Iowa. Work Iowa. Bank Iowa."
The photography tried to capture the essence of the communities served by the bank. It also gives a flavor for the state.
This year, in addition to the traditional client testimonials, the report featured some of the bank employees as well as their customer service values.
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ABA FINANCIAL MARKETING AWARDS
Annual Reports; Asset Size: Over $5 Billion
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Uncommon and Uncompromising
Institution: UMB Bank N.A., Kansas City, Mo.
Agency: Genesis
The bank’s challenge with its annual report was how to convey the right balance between the tumult in the economy and the fact that the company posted record results. The bank purposely selected a clean, simple cover with two compelling words–uncommon and uncompromising–to convey an image of stability, simplicity and humility.
The bank took the opportunity, because of its record year, to highlight its performance against the industry’s in a bold inside front-cover spread. On the inside, the bank used elegant black and white photography, instead of color shots–and depicting its leadership team "at work" instead of in a formal portrait–to convey confidence.
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ABA FINANCIAL MARKETING AWARDS
Annual Reports; Asset Size: Over $5 Billion
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A Different Story, All Together
Institution: Key Foundation (Key Bank, Cleveland)
Agency: Adcom Communications
"A Different Story. All Together" was intended to convey the foundation’s commitment to philanthropy and diversity,nike, and its focus on promoting economic self-sufficiency in the communities it serves. It is also intended to educate the audience to the various success stories Key’s charitable giving programs have created over the past year.
The foundation wanted a unique way to reflect the diversity of its philanthropic programs and the people that benefit from them. Instead of using more "expected" stock photography to identify different genders, ages and ethnicities, unique aerial shots depicting diverse groups of people coming together and forming shapes were used. The image composition represented results and related to the content to help tell the story. Members of the community who directly benefited from Key’s charitable giving were the storytellers, giving readers personal insight to the transformations that the foundation was able to be a part of.
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ABA FINANCIAL MARKETING AWARDS
Annual Reports; Asset Size: Over $5 Billion
Business Insider
Institution: Associates Bank, Green Bay, Wisc.
Agency: Priority Results
Business clients are a core focus of the bank. To service its business client, the bank publishes quarterly "Business Insider," which provides relevant financial information both for business and personal financial management. The publication tries to present timely financial information and includes commentary from the bank’s experts.
Two advertisements included in each publication are designed to cross-sell relevant products and services. A business reply card is also included in each issue. The reply card has surveyed clients to find out what article topics they would like to see covered in future issues. Readers can also request other bank publications.
The publication is mailed to the bank’s valued business clients and is also available for distribution in the branch network. An electronic version of the publication is posted on the bank’s Web site for customers as well as prospects to view.
RECEIVE RECOGNITION FOR YOUR CREATIVE WORK
Have you produced outstanding marketing campaigns that deserve peer recognition? 0ne of the best ways to achieve that acknowledgment is to submit your work in the annual ABA financial Marketing Awards hosted by the ABA Marketing Network.
Each year a panel of judges recognizes excellence in the categories of brand campaign, customer acquisition and retention marketing, financial education, humor, annual reports, and impact campaigns. All financial institutions, regardless of ABA membership, and their advertising agencies are welcome to compete in one of four asset categories.
For more information about the ABA financial Marketing Awards, contact Ema Gantcheva, at the ABA Marketing Network, 1120 Connecticut Ave., NW, Washington D.C. 20036-3971. Toll- free telephone: (800) BANKERS, extension 5355. Fax: (202) 828-4540; E-mail: egantcheva@aba.com.
COPYRIGHT 2009 Bank Marketing Assn. COPYRIGHT 2009 Gale, Cengage Learning 1 2 1 - 2 of 2 –> Next rewrewqreqwrqewrqwerqew
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