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Case Study and Trustco’S Points of Difference Within Each Product Line

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Case Study and Trustco’S Points of Difference Within Each Product Line Campaign Development Client: Trustco Bank IDEAS Trustco Bank entered the Central Florida market from upstate New York where its roots date back to 1902. It’s a conservative bank, financially strong and truly is a “hometown” kind of bank. In 2008, when evok joined the ranks, the state of the financial market was bleak. Many banks had folded and we, as a nation, were in one of the largest recessions many of us had ever witnessed. The pulse of the market was “hunker down; get through this and it will all be better soon.” Evok proposed a bold approach, an aggressive campaign that challenged consumers to go in the opposite direction, and use this time when others were on the sidelines to plant the seeds for their growth. “Let’s Grow. Trustco.” was born. WORK Illustration and consistent voice talent carried a cohesive theme through TV, print, outdoor, radio, online, point-of-purchase and direct mail mediums. The campaign messaging was developed with two distinct audiences in mind – checking and mortgage customers. The visuals, similar in production for cost savings, were unique enough to focus the viewer on the key selling attributes case study and Trustco’s points of difference within each product line. RESULTS Trustco tapped into evok’s creative resources during a time of contraction by the competition. Capitalizing on the uncertainty of the market, evok developed the tagline “Let’s Grow. Trustco.” to impart a reassuring message. In a time of financial doom and gloom, Trustco was the first bank in Central Florida with a positive appeal to growth in its efforts to attract new business. The results - over the course of two years, the bank has shown better than 20% growth, with the most recent branch opening setting a new all-time core deposit record. The largest increase since the company’s inception. Let’s Put Some Roots Down where your family can grow together.Let’s Branch Out from Standard CheckingLet’s Plan for and give your account the freedoma it Gooddeserves. Harvest and watch your investemts grow. Find comfort in your home and your investment with Trustco Bank’s incredibly low fixed mortgage rates. We also offer low closing costs, no appraisal fees, no required tax escrow, no PMI, no prepayment penalties, and much more. Our home town approach to banking has allowed us and Find comfort in your home and your investment with Trustco Bank’s our clients to flourish for over one hundred years. Stop by any of our over incredibly low fixed mortgage rates. We also offer low closing costs, no 30 home town locations and discover how Trustco can help you grow. appraisal fees, no required tax escrow, no PMI, no prepayment penalties, and much more. Our home town approach to banking has allowed us and our clients to flourish for over one hundred years. Stop by any of our over 30 home town locations and discover how TrustcoFind comfort can help in youyour grow. home and your investment with Trustco Bank’s incredibly low fixed mortgage rates. We also offer low closing costs, no appraisal fees, no required tax escrow, no PMI, no prepayment penalties, Let’s Grow. Trustco. and much more. Our home town approach to banking has allowed us and our clients to flourish for over one hundred years. Stop by any of our over Let’s Grow. Trustco.30 home town locations and discover how Trustco can help you grow. www.TrustcoBank.com Let’s Grow. Trustco. Fee-Free Interest Lights. Please note: We reserve the right to alter or withdraw these products or certain features thereof without prior notification. www.TrustcoBank.com Checking Please note: We reserve the right to alter or withdraw these products or certain features thereof without prior notification. gives you somethingA to singMortgage about. Loan Camera. www.TrustcoBank.com is more than just a juicy rate. Banking! Please note: We reserve the right to alter or withdraw these products or certain features thereof without prior notification. NO PMI % 10DOWN 375% 5.FIXED APR Branch out from standard banking with accountsFind that offercomfort more in freedom your home and potential and your investment with Trustco Bank’s incredibly low, for growth, like our interest-earning checking. There’sfixed 5.375% a lot more APR* to sing mortgage about... loan. But our community bank goes even further... No Minimum Balance • No Monthly Service FeesLow • Free Closing Checks Costs for • NoLife Appraisal* Fees • No Required Tax Escrow Online Banking • Bill Pay • Competitive Interest Rate • OverdraftNo PMI** Protection • No Prepayment** Penalties • And Much More Act Now! * Our personal approach to banking has allowed Ourus and personal our clients approach to flourish to banking for over has allowed us and our clients to flourish for over Start a New Trustco Bank Relationship and one hundred years - without taking your hard-earned,one hundred bail-out years dollars. - without Stop by takingany of your hard-earned, bail-out dollars. Stop by any Get a Flip UltraHD™ video camera On Us! orlando+memphis our over 40 home town locations and discover howof our Trustco over 40can home help youtown grow. locations and discover how Trustco can help you grow. For details, visit www.TrustcoBank.com/Flip www.evokad.com Let’s Grow. Trustco. Let’s Grow. Trustco. Let’s Grow. Trustco. www.TrustcoBank.com *After purchase of initial box for half price + tax and S&H. Trustco blue safety checks only. Maximum 3 boxes of checks perwww.TrustcoBank.com calendar year. **Subject to satisfactory credit approval. Please note: We reserve the right to alter or withdraw this product or www.TrustcoBank.com certain features thereof without prior notification. *A Trustco Bank Relationship is defined as opening a new Free Interest Checking Account and a Savings *Annual Percentage Rate. Rate current as of 5/26/10. Rate listed applies to owner-occupied primary residence loans of $450,000 or Account with a Direct Deposit of the entire amount from a Payroll, Social Security, and/or Pension and less with a 10% down payment and payments autocharged from a Trustco deposit account. If autocharge is discontinued, then the rate E-Statements. The minimum to open a checking and savings account is $25 each. The minimum balance will increase. Other rates and terms available. **Private Mortgage Insurance. Please note: We reserve the right to alter or withdraw to earn interest on the Free Interest Checking Account is $500. Once direct deposit is verified, Trustco these products or certain features thereof without prior notification. will ship you your Flip UltraHD Video Camera within 6-8 weeks. Direct Deposit and E-statements must be completed within 90 days of account opening. We may report to the IRS the value of any premium. Any applicable taxes are the responsibility of the account holder. Please note: We reserve the right to alter or withdraw these products or certain features thereof without prior notification. Cisco, Flip UltraHD, Flip Video, and the Flip Video logo are trademarks or registered trademarks of Cisco and/or its affiliates in the United States and certain other countries. Third party trademarks mentioned in this document or website are the property of their respective owners. Cisco and/or its affiliates are not participants in or sponsors of this promotion. ©2010 Cisco and/or affiliates. All rights reserved..
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