Reader's Guide


Reader's Guide

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

Outdoor Billboards

Enjoy Our Online Bank Lobbies

Institution: FirstBank Holding Co., Denver, Colo.

Asset size: $10 billion

Agency: TDA Advertising and Design

The oversized "lobby" billboards were created to demonstrate that no one is going to miss the bank lobby while encouraging the bank's online banking tool.

[ILLUSTRATION OMITTED]

Branding

Just Better

Institution: South Shore Savings Bank, South Weymouth, Mass.

Asset size: $955 million

Agency: McDoughall & Duval, Amesbury, Mass.

The aim of this rebranding campaign was to increase market share and acquire new customers.

The campaign focuses on the bank's strong value within its market and attempt to differentiate the bank by integrating a new tagline, "Just Better" into all marketing initiatives.

[ILLUSTRATION OMITTED]

The campaign began with a complete market assessment, involving employees, customers and noncustomers. From there, it featured a comprehensive media plan, new tagline, print ads, radio spots, online banners, collateral and billboards.

Events

Veterans Week Celebration

Institution: Clear Mountain Bank, Bruceton Mill, W. Va. Asset size: Asayo Creative Inc.

In honor of local veterans and their families, the bank hosted a "Veteran's Week Celebration" from Nov. 8-13, 2010. The campaign had three main components. The bank:

* Sponsored and hosted a Veteran's Financial Expo in which vendors provided helpful information on a variety of topics, such as managing a household budget, planning for retirement, buying a home, starting a business and more.

[ILLUSTRATION OMITTED]

[ILLUSTRATION OMITTED]

* Hosted a flag-raising ceremony featuring patriotic music by a local middle school orchestra. Local veterans organizations also participated.

* Decorated branch offices in patriotic themes and offered product specials for veterans throughout the week, including free patriotic checks with new accounts, rate reductions on loans and discounts on mortgage loan closing costs. …

The rest of this article is only available to active members of Questia

Sign up now for a free, 1-day trial and receive full access to:

  • Questia's entire collection
  • Automatic bibliography creation
  • More helpful research tools like notes, citations, and highlights
  • A full archive of books and articles related to this one
  • Ad-free environment

Already a member? Log in now.

Notes for this article

Add a new note
If you are trying to select text to create highlights or citations, remember that you must now click or tap on the first word, and then click or tap on the last word.
One moment ...
Default project is now your active project.
Project items

Items saved from this article

This article has been saved
Highlights (0)
Some of your highlights are legacy items.

Highlights saved before July 30, 2012 will not be displayed on their respective source pages.

You can easily re-create the highlights by opening the book page or article, selecting the text, and clicking “Highlight.”

Citations (0)
Some of your citations are legacy items.

Any citation created before July 30, 2012 will labeled as a “Cited page.” New citations will be saved as cited passages, pages or articles.

We also added the ability to view new citations from your projects or the book or article where you created them.

Notes (0)
Bookmarks (0)

You have no saved items from this article

Project items include:
  • Saved book/article
  • Highlights
  • Quotes/citations
  • Notes
  • Bookmarks
Notes
Cite this article

Cited article

Style
Citations are available only to our active members.
Sign up now to cite pages or passages in MLA, APA and Chicago citation styles.

(Einhorn, 1992, p. 25)

(Einhorn 25)

1

1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

Cited article

Reader's Guide
Settings

Settings

Typeface
Text size Smaller Larger Reset View mode
Search within

Search within this article

Look up

Look up a word

  • Dictionary
  • Thesaurus
Please submit a word or phrase above.
Print this page

Print this page

Why can't I print more than one page at a time?

Help
Full screen

matching results for page

    Questia reader help

    How to highlight and cite specific passages

    1. Click or tap the first word you want to select.
    2. Click or tap the last word you want to select, and you’ll see everything in between get selected.
    3. You’ll then get a menu of options like creating a highlight or a citation from that passage of text.

    OK, got it!

    Cited passage

    Style
    Citations are available only to our active members.
    Sign up now to cite pages or passages in MLA, APA and Chicago citation styles.

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn, 1992, p. 25).

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn 25)

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences."1

    1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

    Cited passage

    Thanks for trying Questia!

    Please continue trying out our research tools, but please note, full functionality is available only to our active members.

    Your work will be lost once you leave this Web page.

    For full access in an ad-free environment, sign up now for a FREE, 1-day trial.

    Already a member? Log in now.