Magazine article ABA Bank Marketing

Smile! You're on the Cover of an ABA Brochure!

Magazine article ABA Bank Marketing

Smile! You're on the Cover of an ABA Brochure!

Article excerpt

Look carefully the next time you receive a promotional brochure from the ABA Professional Development. That cover photo may depict someone you know.

[ILLUSTRATION OMITTED]

That's because a group of Marketing Network members last year volunteered to have their photographs taken for use in ABA marketing materials. The photos have appeared so far in a variety of media, including e-mail newsletters, a brochure for the ABA Financial Marketing Awards and several print ads. More marketer photos are expected to be published in the future.

The pictures were taken because the Professional Development Group recently wanted to start using photos of "real bankers" in its marketing materials. Last year, the Network invited a group of marketers to participate in a photo shoot during the ABA Marketing Conference in Baltimore. The project required three days: the first day, to explore a variety of indoor and outdoor backdrops; the second and third, to actually set up and take the photographs. Photographing began early to catch people prior to sessions, and went throughout the day during breaks in the conference program.

The volunteer models were great to work with, according to Maggie Kelly, the vice president of marketing for ABA's Professional Development Group. "We all appreciating their flexibility and willingness to be involved," she adds. A professional make-up artist was available to help the volunteers "put their best face forward," and the women all enjoyed this "free glamour makeover."

Among those Marketing Network members participating in the project:

* Sara Watkins, CFMP, senior vice president, Sandy Spring Bank, Olney, Md. …

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