CHALLENGE: Fifth Third Bank, headquartered in Cincinnati, OH, is a U.S. regional banking institution. One primary focus for this company is community involvement – whether it be on a national level sponsoring professional sports teams like the Cincinnati Bengals or the Nashville Predators, or on a local level supporting hometown organizations and charities in towns where local financial centers reside. With a wide variety of sponsorships through 1,200 financial centers, the bank needed a solution to keep local store fronts on-brand while giving them flexibility to meet local needs. .
SOLUTION: To meet the demand for a variety of different sponsorships, Martin, as Fifth Third Bank's regional ad agency, concepted and produced over 30 sponsorship print ad templates that the local financial centers could request at any time. The templates covered a wide range of sponsorships such as sports, theater, small business and education. These templates are designed to be flexible to accommodate a variety of media sizes. The ads are housed on a in-house programed creative ordering site called 53AdExchange.com. Local marketers could log on to request customized creative and have their creative produced on the same day. The ads are used daily across Fifth Third’s footprint and adapted to contain specific sponsorship and financial center contact information. The group of sponsorship templates made it simple for every financial center to find relevant creative that fits their needs and maintain brand integrity across their many markets.