SAN ANTONIO, Texas — The American Bankers Association (ABA) Marketing Network has recognized BLF Marketing and its client, Planters Bank of Hopkinsville, Ky., as a Finalist in the 2009 Financial Marketing Awards. BLF Marketing was named runner-up in the “Brand Campaign” category for its success in positioning Planters as the “fun bank” without compromising its reputation of strength and stability in its markets.
The ABA Marketing Network formally recognized the nation’s best bank advertising and marketing campaigns during the organization’s annual conference last week in San Antonio. This is the third consecutive year that BLF has been named as a winner or finalist in the awards competition.
“BLF Marketing has played a significant role in developing and executing campaigns that help Planters Bank stand out in a crowded marketplace, define and refine our bank’s identity and brand promise,” said Elizabeth McCoy, president and CEO. “The new look captures the energy and enthusiasm that we want our customers to experience when they bank with us.”
The Planters Bank brand campaign arose at a time when the image of banks was starting to tarnish. Planters’ management team wanted to convey their sense of optimism; the black silhouettes and the “All About You!” theme allowed customers and prospects to envision themselves experiencing a fresh approach to community banking. Planters Bank experienced a record year of growth and earnings in 2008. Assets increased by 15 percent to a year-end total of $420 million.
“The success of this campaign can be attributed to a number of factors: a solid, experienced management team with a clear vision of the bank’s future; a brand refresh that clearly conveyed their vision; and timing, as it was launched at a time when Planters was poised for growth as some of their competitors began to struggle,” said David Hoke, partner with BLF and account executive for Planters Bank. “We are thankful to have the opportunity to work with such a focused and forward-thinking team.”
Founded in 1978, BLF Marketing has a diverse regional client base, specializing in strategic planning and marketing for banking and financial services, real estate companies, home builders, healthcare providers, community and regional economic development groups, business-to-business companies, museums, and professional service businesses. For more information, visit www.blfmarketing.com.
The 2009 ABA Financial Marketing Awards competition recognized 47 finalists in six categories. Each category was judged by a panel of financial services marketers and advertising professionals from around the country. More than 400 entries were evaluated for strengths in originality, strategy and execution, objectives met and asset size.