20 Similar work for other clients  Similarities • 100 year old Long Beach-based organization • Target audience – residents of LB, LA & OC • Shift perceptions from old and stodgy to contemporary and friendly  The Problem • Research revealed the bank was perceived as old, stodgy and out of touch with the community  Key Strategic Insight • Reinvigorate the brand to be contemporary, neighborly and inviting/helpful  Creative Strategy • Use contemporary lifestyle imagery and promote the benefits of doing business with today’s F&M  Tactical Elements • TV, OOH, newspaper, online, email, direct mail, website  Results • $46 million in new deposits (A Community-Based Story)