Marquette Savings Bank is Erie's only "hometown bank." That's an important distinction in terms of personal service and local decision-making, but how do you begin to make such a message meaningful to the younger audiences the bank is seeking?

We did it by developing a TV image campaign that features Marquette's personable new CEO, a "bluesy" soundtrack and interesting visual cuts and transitions. In TV, radio and newspaper advertising, Marquette is consistently sending the message, "Whatever you're looking for in a bank—one that makes decisions locally, one that has a personal stake in our community, etc.—we are that bank."