Here\'s how we think: typical proposal with written cost estimates upfront

1. Joining Forces
An identity presentation to
transition First Savings Bank &
Community First Bank as they join
together as one, new bank.
A brand-building and
image/identity proposal to
introduce the new bank’s
name and subsequent
advertising.
First Savings &
Community First
Banks
Swain Marketing
Marketing Excellence
312 Exchange Avenue
Louisville, KY 40207
502.896.1073
anita.tyler@insightbb.com
Marketing Presentation
March 5, 2010

2. 2
Swain Marketing is a marketing, advertising and public relations firm,
now in its 26th year of business. While Swain Marketing has worked for all Introduction
kinds of clients, large and small, our strength is in creating image-building
and identity campaigns, especially for financial clients. We have experience
working with community banks, bank mergers and acquisitions, marketing
new names, merging products, and developing awareness in a highly
competitive and ever-changing banking landscape.
Our areas of expertise include brand-building, logo development, outside signage
design, image development, advertising maintenance programs and award-
winning creative.
Most importantly, we already understand bank marketing communications,
product development, the importance of relationship building, retail, private
and business-to-business banking. And we’ll put all of this strength and
experience to work for you.
We’re familiar with your market areas. We have already worked in most of the
markets your bank offices call home. We have a good understanding of who
your customers are and who your employees are, so we can address their
concerns about change most appropriately.
We have worked for these Bank
financial and investment clients: Advertising
Experience
BAI, Bank Administration Institute (Chicago,IL)
Central Bank of Henry County, KY (now PBI)
Commonwealth Bank, Louisville, KY
Community First Bank, Corydon, IN
1st Independence Bank (now Main Source), KY & IN
Future Federal Savings Bank, Louisville, KY
Liberty National Bancorp, Inc. (now Chase)
and its Kentucky and Indiana affiliate banks
Merrill Lynch, Louisville, KY

3. 3
Anita Swain Tyler
Swain Marketing’s principal, Anita Swain Tyler, offers more bank marketing Your
communications experience than any other agency owner in the region. Account
“We help banks grow and succeed in a challenging economy through Service Team
integrated marketing communications programs that capitalize on the best
of traditional and new media, selecting the best media and giving our
clients the most effective advertising program for their investment.”
Account
Anita’s strengths include marketing planning and consulting. Anita wrote Manager
the annual marketing/advertising plans for Liberty National Bancorp, Inc.
affiliates. She offers excellent organizational and communication skills,
copywriting and buttoned-up account service.
Your account will be one of our top priorities. It will be managed by an
experienced advertising professional, not an assistant in training. Anita will
be your account service manager and have daily contact with you. She will
also direct or write copy for your advertising. Experienced, professional and
focused, Anita will hit the ground running, working for your best interests.
Anita holds a M.A. in Marketing from Webster University and a B.A. in English
Literature from Hanover College. Anita is an adjunct professor of advertising
for University of Louisville.
Teresa Lark Heintzman Graphic
Teresa brings over thirty years experience in graphic design to our team. Designer
Her career began in broadcast design at WAVE-TV and WHAS-TV as a
courtroom artist, creating on-air animation and news graphics, TV premier
campaign support materials, outdoor, events installations, set design to name
a few. She is equally at home with logo design, book design, newspaper
advertising, billboard design, give-away items or corporate annual reports.
Her client list includes corporate, non-profit, retail/small businesses,
institutional and educational organizations.
She brings technical expertise in computer production, photo-retouching and
vender coordination as well as creative, classically powerful graphic design
talent. She has a long and respected relationship with many area printers,
suppliers, copywriters, marketing and public relations firms.
Teresa grew up in Jeffersonville on Blackiston Mill Road. She holds a B.F. A. in
Printmaking from the University of Louisville.

4. 4
Sharon Weiter Web
Sharon has been offering comprehensive Internet design since 1995. She also Designer
offers expertise in online marketing and SEO (search engine optimization)
strategies, animation, multi-media, and social media branding. She believes
utilizing the online community to build brand awareness between client and
customer is an essential part of today's marketing.
An admitted techno-junkie, Sharon stays current with technology and solutions to
support traditional advertising. Sharon has earned design awards from
Louisville Graphic Design Association (LGDA) and the International
Association of Business Communicators (IABC). Sharon holds a B.A. from the
University of Louisville. She calls Southern Indiana home.
Melissa Siegel Media
Melissa brings a wealth of experience with Southern Indiana media to your Director
account. Currently, she works with Floyd Memorial Hospital and Bowles
Mattress Company in Indiana. As the former Media Director for Sheehy &
Associates, Melissa has planned and bought regional and local media for
diverse accounts. Her background in media research and marketing
complement her expertise in media planning and buying.
Melissa is a results-oriented team contributor with the ability to successfully
manage multiple marketing projects and meet high expectations and
deadlines.
Melissa has a B.A. in Communication from the University of Louisville.

5. 5
What we will do for you.
Integrity
When you work with Swain Marketing, you’ve chosen to work with some of
the best advertising professionals in the business. Passion
From traditional to high-tech advertising, our dynamic team will deliver over Dedication
and above what we promised.
Every time. On time. And on budget. Reliability
From marketing to media, your account will receive top priority service, Flexibility
attention to detail, and quick turn-around.
When you work with Swain Marketing, you won’t have to fill out large stacks
of forms to make small ad changes or hassle with a big agency agenda.
We know bank marketing communication, we understand the business of
banking, and we know the markets in which your offices are located.
In fact, we’ve already worked in quite a few of them. We’ll put our
experience to work for you.
We’re ready when you are. So let’s get started.
The Situation
The situation
⁄ At the end of last year, First Savings Bank (FSB) of Clarksville, Indiana
purchased Community First Bank (CFB) of Corydon, Indiana.
⁄ FSB currently has offices in five counties: Clark, Crawford, Floyd, Harrison
and Washington, Indiana.
⁄ CFB currently has offices in Corydon, English, Leavenworth, Marengo,
Milltown and Salem, Indiana. CFB is doing business with existing advertising
that says, “a division of First Savings Bank” on it.
⁄ Together, the size of the banks will be $500,000,000 in assets—the largest,
locally owned community bank in the state of Indiana, solely focused on the
needs of Southern Indiana. Together, there are 14 offices and 14 ATMs.
⁄ The banks have selected a new operations system and plan to be on board
with that system, effective August 2010.
⁄ The banks have decided to select a new name when they become one bank
and will work with their advertising agency to choose it.
⁄ Right now, customers must bank at their existing bank, but have free use of
ATMs at both banks.

6. 6
⁄ Lending decisions will remain local.
⁄ The banks will choose an agency to develop advertising during their transition Advertising
and to launch the new name of the bank. Objectives
⁄ First Savings Bank and Community First Bank are committed to making a
seamless transition to become one bank, effective in the first quarter of 2011.
This includes making a commitment to a professionally produced advertising
campaign that will run during the banks’ transition, a launch campaign to
announce the new name, and maintenance advertising, thereafter.
⁄ The banks have requested we put together a proposal that includes how we
can lead them through this process via a streamlined advertising process.
Existing Customers & Prospects Advertising
We recommend that you communicate regularly with your customers during the Targets
transition and afterwards. This is especially important during the first 12 to 18
months as a new bank with a new name.
Your Employees
We recommend that you communicate with your employees once per month so
they feel confident about their own roles at the bank, and equally confident
addressing customers’ questions.
Business Accounts
We recommend that you advertise to your business clients so they feel confident
that their banking relationship with you will remain strong.
Community Relations Organizations/Clients
We also recommend you address the community-related organizations that you
are working with now. While you are merging together as one larger
bank, you are still communicating your committed to their organizations.

7. 7
What we should expect as the banks transition.
Challenges
With change comes uncertainty.
When it comes to banking, people don't want to change, and switching banks is
also a pain. So, we want to offer them something better, a wider array of
services, local lending decisions by people they've come to know and trust.
We also want our advertising to help minimize account issues, such as
checking account numbers, ATM cards, online banking, and direct deposit.
Big bank distrust is an economic reality.
For some customers, change is uncomfortable. We want our advertising to reduce
potential fears, suggesting good things about the changes; and yet they will
continue to enjoy the same personal service from the same people they
already know. Now, they are a part of one of the best-run banks in the country.
There will be plenty of speculation.
We will provide honest information and current updates from senior management
via press releases, electronic and printed communication and advertising.
Employee concerns.
Employee meetings, electronic updates, and training will empower employees
to confidently answer customer questions and feel secure about their
own jobs.
Corporate clients and organizations get anxious.
Bank officers and senior banking officials will talk with corporate customers
personally, via electronic and printed pieces, and in our advertising to assure
them we still take their business personally.

8. 8
Marketing Strategy Timetable {Approximately 1year}
Timetable
⁄ Transitional Campaign Phase One Apr – Sep
(Comfort, Reassurance, Informational) 2010
The purpose of our transitional advertising is to make customers feel
comfortable with the bank merger process and to keep them informed of its
progress and how that affects them. We want existing customers to be
aware of the advantages the new bank will have to offer them and to feel like
they are part of a great change.
⁄ Transitional Campaign Phase Two Sep – Nov
(We’re now one operation.) 2010
Announce that customers can bank at all locations of FSB & CFB and what
the benefits are now that the systems are one.
⁄ Hiatus Nov 2010 –
(Off-air) Feb 2011
Outside signage can go up in the fall, with banner coverings over the new
logo. We’ll show FSB & CFB names, until new name is officially announced.
⁄ Official Launch Campaign Phase Three Feb – Apr
(We’re one bank and here’s who we are.) 2011
Announcement of official bank name change and roll out of new logo, new
look, new materials, along with a customer/prospect promotion in April, 2011.
⁄ Ongoing Maintenance Advertising – TBD Maintenance
TBD

9. 9
Transitional Campaign Phase One & Two Projects
Transitional
Bank Nomenclature Campaign
Creative consulting, recommendations, client input, final selection. Projects
Logo Design
Designing of three logo treatments, client approval of final selection, refinement
and expanded use alternatives.
Transitional Logo Treatment (Dual CFB&FSB logos “soon to be” NEWBANK Logo).
Print
Logo Spec Guide
We’ll establish your official graphic elements and treatment of new logo,
and establish graphic treatment of transitional dual CFB&FSB logo.
Transitional Newspaper Ads
Courier-Journal, Indiana Edition, 4-color, full page
Local communities’ papers—All markets, b/w, small to medium format.
Transitional Magazine Ads
Southern Indiana Magazine, 4-color, full page
Transitional Statement Stuffers/Drive-thru Window Handouts/Literature Rack Fill
Keep existing customers up-to-date with announcements of upcoming
changes to banks’ online or face-to-face banking experiences.
Small format, 4-color print materials.
Outdoor
Transitional Condition (Dual CFB&FSB logos “soon to be” NEWBANK Logo)
Environmental Temporary Banners—Drive-thru, Stand alone, Building inside/out
Web
Transitional Front Page with news updates for both online banking sites
(Could be scrolling banner, link, etc.) several versions to build upon the
progress of the brand merger.
Transitional ATM Display Screen—Two sets of periodic messages.
Limited interactivity.
Professional emailings to existing customers
Consider Social Networking—Blog, LinkedIn, etc.
Employee Materials
Intra email updates/announcements/events

10. 10
Official Launch Event Campaign Projects
Launch Event
Press Release Campaign
Announcing new merged banks, background information and new name. Projects
Print
Launch New Name/Logo/Look Newspaper Ads.
Courier-Journal, Indiana Edition, 4-color, full page.
Local communities’ papers—All markets, b/w, full page.
Transitional Magazine Ads
Southern Indiana Magazine, 4-color, full page
Transitional Statement Stuffers/Drive-thru Window Handouts/Literature Rack Fill
Announcing new name/logo, watch for festivity/events, etc.
Small format, 4-color print materials
Outdoor
Launch Campaign Billboards (Announcing new name, new logo, new look)
Environmental Temporary Banners—Drive-thru, Stand alone, Building inside/out
Web
New Website Design and coordinating implementation of it with the existing
website development / hosting company.
Launch ATM Display (Master front page, permanent)
Signage
Branch Building Branding Guide—Photoshop fabricated image of each existing
facility with new signage in place for sign company production.
Building Signage & Way Finding/Directional Signage/ATM/Gas Stations/Grocery
Stores. (Paper banner covering until February of 2011.)
Biz-to-Biz & Community Partners Materials
Business-size introductory brochure, pocket folder of new bank, new capabilities,
lending strengths, etc. for senior banking officers making personal
calls to use as a leave-behind. Professional emailings and updates.
Premiums
Promotional items such as pens, pencils, balloons, magnets, little banks, etc.
Higher-end premiums such as logo portfolios for corporate clients.
On Day One
Logo shirts on all employees/consistent colors.
Signs unveiled.
Hours, new logos on doors, drive-thrus, etc.
Internet switched over to new system.
(Customers will still see their banks’ old name – de-emphasized – on the web
site, but after 30 days, it will be gone from the site.)

11. 11
Social Media Marketing (SMM)
Social Media
Social Media Marketing will attract and help you understand and respond to Marketing
your target audience and prospective customers. It can be a cost-efficient Information
addition to our traditional media recommendations. In today’s competitive
environment, it can be beneficial, especially in building relationships and in
tracking online conversations about the bank as it becomes a new “brand.”
The benefits of Social Media Marketing are bi-directional: That means you can
get your messages and business image out there. You can instantly post
news or events. You also get to know instantly what the reaction is to your
posts, how your messages are received. It’s important to encourage online
dialogue and actively listen and respond to your audience. This will need to
be handled daily and internally at the bank, in order to remain timely.
Here’s a summary of how SMM can work for you:
Your online audience will generate hits on your website and with the right
message there, online visits to the bank, as well. We can also track traffic to
your social media efforts, conversations, repeat viewers and existing
customers. These tracking tools can be vital to gathering the best possible
(and up-to-the-minute) information relative to your bank during the transition
phase of our campaign.
The key is to get as many contacts as possible in your network and respond to
them in a timely manner. This can be in the form of a fans page like on
Facebook or LinkedIn. Networks like LinkedIn can add a credible, cost-
efficient marketing component, especially with business-to-business clients
or prospects.
There are many ways to build an online image for the bank. We would be happy
to develop a specific approach to complement our other media
recommendations.

12. 12
Recommended Media Mix
Media
⁄ Outdoor Billboards Recommendations
Outdoor posters around bank locations
CBS Outdoor, Lamar Outdoor
AVG $3,500/month April 2010 – March 2011 = $42,000
(can change monthly/can cancel for hiatus months to prolong campaign till June 2011)
⁄ Print
Courier Journal, Southern Indiana Zones
Tribune/Evening News, New Albany
Green Banner Publications, including
Banner Gazette
Washington County
Charlestown Leader
Scott County Journal
Salem Democrat/Leader
Corydon Clarion/Democrat
AVG $5,000/month April 2010 – March 2011 = $60,000
(can change monthly/can cancel for hiatus months to prolong campaign till June 2011)
⁄ Additional Publications
Business First
Southern Indiana Living Magazine
Occasional placements throughout campaigns to total no more than $10,000
⁄ Radio
Traffic Radio – Metro Networks, Total Traffic
AVG $2,000/month August 2010 – July 2011 = $24,000
⁄ Insight Cable TV
Southern Indiana Zones
AVG $2,000/month August 2010 – July 2011 = $24,000
⁄ New Media Opportunities
Social Media, Search Engine Optimization

13. 13
Proposed Media Placement Budget
Media Budget
⁄ Transitional Campaign Phase One
April 2010 – September 2010
Totals: $85,000
⁄ Transitional Campaign Phase Two
September 2010 – November 2010
Totals: $27,000
⁄ Hiatus
November 2010-February 2011
Saving funds during peak shopping times of the year; helps promote length of your campaign
⁄ Official Launch Campaign Phase Three
February 2011 – August 2011
Totals: $62,500
Proposed Total media Budget $150,000 – 175,000

14. 14
Transitional Campaign Phase One & Two Projects
Transitional
Estimated Time Frame Estimated Cost Range
Phases
Bank Nomenclature 2 weeks $2,000 – 5,000
Logo Design 4 weeks 5,000 – 7,000 Time/Cost
Print Estimate
Logo Spec Guide 1 week 2,000 – 4,000
Transitional Newspaper Ads
Campaign Master Samples 2 weeks 4,000 – 6,000
Community Ads 1 day Each 1,000 – 2,000
Transitional Magazine Ads 1 week Each 1,000 – 2,000
Transitional Statement Stuffers/Drive-thru Window Handouts/Literature Rack Fill
2 week Each 2,000 – 4,000
Outdoor
Transitional Condition 2 weeks 5,000 – 7,000
Web
Transitional Front Page 1 week 2,000
Transitional ATM Display 1 week 1,500
Professional Emailings 1 weeks Each 500 – 650
List Management for client base XLS or CSV file Per New Mailing 600 – 1,200
Reporting Emailing stats Per List 300
Provides reports in pdf format showing recipient results, opened , bounced, bad email addresses.
Social Media Strategy TBD TBD
Employee Materials
Intra email update/announcements/events
Newspaper, web,
Miscellaneous TBD
Creative Development for Transitional Campaign
$40,000 – 50,000
Photography, printing, sign manufacturing, billboard manufacturing and mileage not included.

15. 15
Official Launch Event Campaign Projects
Launch Event
Estimated Time Frame Estimated Cost Range
Phase
Launch Press Release 1 week Each $500 – 1,000
Print
Stationary Package 2 weeks 1,500 – 2,500 Time/Cost
Launch New Name/Logo Newspaper Ads Estimate
Campaign Master Samples 2 weeks 4,000 – 6,000
Community Ads 1 day Each 1,000 – 2,000
Transitional Magazine Ads 1 week Each 1,000 – 2,000
Launch Statement Stuffers/Drive-thru Window Handouts/Literature Rack Fill
2 week Each 2,000 – 4,000
Outdoor
Launch New Campaign 2 weeks 5,000 – 7,000
Web
Launch New Front Page 1 week
Launch New ATM Display 1 week
Signage
Building Signage Branding guide 3 weeks 6,000 – 10,000
(Shows outside signage & placement recommendations for each bank office.)
Building Signage 3 days Each 1,000 –2,000
Biz-to-Biz & Community Partners Materials
Business Brochure/Pocket Folder 2 weeks 4,000 – 5,000
Professional Emailings 1 weeks Each 1,200
Premiums 1 week Each TBD
Employee Materials
Intra email update/announcements/events Each TBD
Day One Events TBD TBD
Miscellaneous 5,000 – 10,000
Creative Production for Launch $40,000 – 50,000
Total Estimated Marketing Budget $230,000 – 275,000
Photography, printing, sign manufacturing, billboard manufacturing and mileage not included.

16. 16
Portfolio
Community
First Bank
Billboards
Buttons
Stuffers
Ad Campaigns
Logo Design
Signage
Banners
Etc.
First
Independence
Bank
B/W Ad

17. 17
Portfolio
Coalition
for the
Homeless
Logo Design
Pocket Folder
Brochures
Stationary Package

18. 18
Portfolio
Passport Advantage
Health Insurance
Full Color Ad Campaign
Power Point Presentation
Membership Card
Center College
Book
Dust Jacket
History of Centre College
280 page/450 images
Published 2009

19. 19
Century Portfolio
Mortgage
Louisville
www.centurymortgagecompany.com
Hance &
Srinivasan
Personal Injury Law Firm
www.hslawky.com
2trg
Recycling e-waste
www.2trg.com