BALTIMORE (Map, News) - When Sandy Spring Bank decided to offer a premier banking program that includes free ATM withdrawl anywhere in the world, they turned to Cornerstone, a Baltimore-based marketing agency, to draw new customers.

Cornerstone, the bank’s agency of record, wanted the advertising to show the bank’s personality. “There’s wit in the campaign, and the perception of friendliness for which the bank is known,” Cornerstone’s President Greg DesRoches said. “We wanted to give [Sandy Spring] the credibility of a larger footprint with better big league products.”

Running in Washington, D.C., for a total of six weeks, the campaign — titled “Worldwide Access” — is a combination of print, radio and online advertising, as well as branch displays, highlighting the advantages of Sandy Spring’s premier banking program. Launched on Oct. 5, “Worldwide Access” piggybacks off of the bank’s September campaign, which advertised their consumer checking product.

“The nice thing about the campaign is that it backs up prior campaigns,” DesRoches said. “They have had a presence in the marketplace going back into August, so a good solid presence on their part.”

Sandy Spring conducted a study with 2,800 existing and potential clients and found that both convenience and access are key points in keeping a relationship with their institution. So they decided to introduce their premier banking service.

“Premier banking clients can get to their money at any ATM anywhere in the world,” Sandy Spring Advertising Manager Gus Lodato said. “It also includes a free identity theft protection service, free online banking and bill pay features.”

“We basically wanted to communicate to people that wherever they travel, their bank is there with them through the vehicle of the all points network,” said DesRoches.

Sandy Spring has already begun to see results. “What we’re seeing is increased traffic into our branches and call center as a result of the advertising, and that’s really what we were hoping for,” Lodato said.

“We’ve been able to reach savvy, smart consumers and the materials are appealing to them,” DesRoches said. “From what I hear, the bank’s people have been very busy signing up new customers.”

Contact the agency

Cornerstone

519 W. Pratt St., Baltimore

Phone: 410-727-2131

Web site:

www.cornerstonemtm.com

ecampbell@baltimoreexaminer.com

Comments from Examiner Readers

6:58 PM MST on Mon., Feb. 11, 2008 re: "Traction for Clos du Bois"

Examiner Reader said:
Why is this PR piece considered news? Its free advertising and just plain lazy on the Examiner's part.

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10:02 AM MST on Mon., Nov. 19, 2007 re: "Catching tourists in Baltimore�s Web"

Examiner Reader said:
Get some of the crime issue solved too

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2:38 PM MST on Mon., Oct. 8, 2007 re: "China gears up relations campaign"

Examiner Reader said:
China needs to do more to promote the Olympics. All this talk about toys. I am glad that someone is finally promoting travel to China. I have been there twice and loved it. Great job, guys.

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8:36 AM MST on Tue., Sep. 25, 2007 re: "In-house work for Organic Inc."

Jay Dasker said:
Very nicely done! There is not a lot of agencies that have a beautiful and fresh looking web site like yours. Kudos to your team! Jay

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4:29 PM MST on Mon., Jun. 11, 2007 re: "AIDS prevention campaign targets Baltimore�s youth"

Examiner Reader said:
�We want to sound the alarm that AIDS is a serious problem,� said Rebkha Atnafou, director of The After-School Institute. �We need to stress the gravity of this situation.� I pray you can get SOMEONE to SOUND THE ALARM! We hear hours of babble on the media about bird flu, one or two people with TB, etc. but hardly ever hear about HIV/AIDS. The government as usual thinks it can be solved by throwing money at it. Someone said, The more we treat it, the more we will have to treat. Money will not wipe out AIDS....treatment will not wipe out AIDS. A monumental change in behavior is the only answer.

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4:02 PM MST on Mon., Jun. 11, 2007 re: "EVB for A&E Network"

THE Examiner Reader said:
Very well done, my cellphone rang when I was in a meeting, and it was Chris Angel! I couldn't quite believe it! I was smiling all day! Kudos to youdos EVB, infact, I'll go one better, EVB= Everyone's Very Brilliant!

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7:18 AM MST on Tue., Jun. 5, 2007 re: "Reagan Building markets free event"

Examiner Reader said:
This is a laugh. This event was poorly marketed. I tried and tried to find some mention as to whether this event was taking place in 2007, but with no avail. There is nothing on the World Wide Web, including on the link that is mentioned in the article. I work in the area around Woodrow Wilson Plaza and have not seen any posters, brochures,, etc. Also, I am on the email list from past years and have not received any notice at all. This article is the first I have seen mention of the event.

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5:56 PM MST on Mon., Jun. 4, 2007 re: "The M Line for Convention & Visitors Bureau"

Examiner Reader said:
uh, folks the "spot" is at the top...duh!

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3:45 PM MST on Mon., May. 14, 2007 re: "SenaReider for Togo�s"

Examiner Reader said:
Why aren't we able to view the spot? Get with it Examiner!

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4:37 PM MST on Mon., May. 7, 2007 re: "Duncan/Channon for Tishman Speyer"

Examiner Reader said:
nice stuff! great campaign.

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1:55 PM MST on Tue., May. 1, 2007 re: "Campaign touts consulting firm as corporate watchdog"

Examiner Reader said:
hog wash!

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