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Bank creates a memorable character--Mrs. P--to star in its ad campaign.(Marketing News)

Publication: ABA Bank Marketing
Publication Date: 01-DEC-07
Format: Online
Delivery: Immediate Online Access

Article Excerpt
Faced with tough competition from larger banks, a community bank in New York state decided to create a "persona"--in the form of a typical customer--to articulate the bank's message in a brand-driven multimedia campaign.

The character--Mrs. P--was developed by Provident Bank (assets: $2.8...

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...billion; 33 locations), based in Montebello, N.Y.

"Mrs. P is an approachable, accomplished woman of today," says the agency, Austin & Williams, Hauppauge, N.Y. "Mrs. R does it all. As she balances family, work and play, she depends on...

NOTE: All illustrations and photos have been removed from this article.

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