Contemporary Business 14th Edition by Louis Boone, David Kurtz

تمرين 9

Heritage Oaks: "Expect Success" Heritage Oaks Bank is a community bank serving San Luís Obispo County on California's Central Coast. The bank recently launched a new and different advertising campaign. Called "Expect Success," the campaign highlights clients of the bank who have established personal and professional presences in the community.The campaign takes the form of testimonials, giving the clients the opportunity to speak in their own words about their role models, the goals they have set for themselves, their favorite community moments, a saying they live by, and why Heritage Oaks Bank is their bank of choice. The bank advertises "Expect Success" in print and on television, with one-on-one interview testimonials available on its Web site. The campaign highlights a law firm partner, a furniture store owner, two winery owners, and a high-school sports coach, among others. One example is Alex Posada. For 30 years he has been the director of parks and recreation for the city of Santa Maria. His role models were his parents. The goals he set for himself "include working to make the community a better place to live by taking an active part in community endeavors." He lives by the saying, "Learn from your mistakes. Just don't learn too much." Posada is also a volunteer with the Special Olympics. His favorite community moment occurred when the Special Olympics Torch was carried through the area on its way to the Summer Games. He banks at Heritage Oaks because of the "con-venience, excellent customer service, and community relations." Mitch Massey, the bank's senior vice president for marketing, says, "I have always felt that the best way to tell our company's story is to have those who have grown their businesses, with our bank's involvement, share their success story."
-Imagine you are the marketing director for an institution such as a bank or a hospital. What message do you want to get across? How and where would you communicate it?