As the premier locally owned community bank, specializing in relationship banking, Founders represents the antithesis of long, drawn-out, time-consuming loan or trust committees, complex chains of command or one-size-fits-all formulas for decisions. While operationally Founders’ excelled, they had been very much a well-kept secret. Stevens job was threefold: • Help re-establish the Founders’ Brand in the local community and generate awareness for their superior, but not highly visible products and services • Convey the passion held by every employee at Founders • Grow deposit accounts, primarily checking, the cornerstone of any financial relationship We launched Founders with an over-arching television campaign, meant to re-establish the brand in the market, raise awareness, convey the benefits of local ownership and demonstrate the passion that is so unique to the Founder’s experience. These spots featured CEO, Laurie Beard speaking passionately about the bank, the customers and the importance of the community. The spots mixed in bank and local area footage along with the interview in a documentary- style execution that further reinforced the genuine authenticity of the message.