Foothill Independent Bancorp, Glendora, CA, created a new vocabulary for describing its services, and the resulting advertising campaign won the bank recognition in Financial Advertising Review magazine. The creative folks at the bank worked with a marketing consultant to come up with words that describe the bank's philosophy and distinguish the bank's services from those of other banks in its area. The campaign itself is called "superbankability" and it includes words such as "simplebankalized," "superworkable," and "tellerific," which adorn billboards and print ads, direct mail, merchandise and the bank's web site.
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