Kilgannon McReynolds has won a 2000 Bank Marketing Association (BMA) Advertising Award for the JustRight Bank/Tucker Federal Bank web site. It was presented at the American Bankers Association annual marketing conference on Sept. 13 in Orlando. The site, launched in December, features free checking, a promotional 7% money market account and online banking. The site allows visitors to apply for loans, savings or checking accounts online as well as to check balances, transfer money between accounts, and to confirm that checks have cleared. Credits include: from Kilgannon McReynolds, Julie Burmeister, Creative Director & Copywriter; Kim Sundling, Designer; and Erika Norman, Senior Account Executive. Credits also include Michael Taylor of Merge. Kilgannon McReynolds developed the initial look for the site including typeface, color palette, photography style and Merge supplied the design including stock photography.
Two inaugural campaigns have more than quadrupled visitors to the site. Other markers of success… over $5 million in new bank deposits were made in a four month period (April – July 2000). The Free Checking Campaign ran for four weeks on 99X, V-103, and Star 94. Rotary bulletins, posters, and bus tails were added to fortify the campaign. More ad nutrients came with banner ads of Yahoo!, the Flycast Network, CNNfn, CBS MarketWatch, Advertising.com, Access Atlanta, and CNN. A second campaign for the 7% money market, targeting a somewhat older audience with higher incomes, featured a 12 week run on local radio stations, one which featured a promotional giveaway of a Palm Pilot.