Situation
Terre Haute Savings Bank, established in 1869, is a locally owned and recognized institution. While larger banks in the area have undergone numerous mergers, ownership and name changes, Terre Haute Savings Bank has remained under the same name and ownership. It continues to update its facilities, products and services to better serve its customers. The bank is heavily involved in the community and has an established marketing program designed to keep it high in the minds of customers and prospective customers. In an effort to build an identity that differentiates it from other banks in the area, Terre Haute Savings Bank developed a pledge, "Your local bank believing in the Wabash Valley," that would appear in all its advertising and print materials.

Problem
The bank's previous jingle was very dated, and several factors pointed to the need for a new one. The bank was anticipating a location expansion. Its image television spot had been in use for some time and needed updating. And it was in development stages with a new pledge and community-oriented marketing program. A new jingle would be a memorable way to tie the new pledge into its electronic advertising.

Solution
MillerWhite took the next logical step in communicating the client's new pledge – creation of a jingle. MillerWhite developed the tagline for the jingle's lyrics and defined the desired mood as mid-tempo, feel-good and timeless. With this direction, the jingle was provided as a demo for client review along with a selection of male, female and ensemble voices that could be used in the final production. A female voice was chosen for its lightness and sincerity. Instruments were kept simple and natural, rather than synthesized. The resulting memorable jingle is calming but upbeat. Several versions were produced so that it could be used as an opening, closing or with a scripted donut in all of the bank's television and radio ads. Click here to hear jingle.

Results
Now in use for more than six months, the jingle, "Your local bank believing in the Valley…Terre Haute Savings Bank," supports the bank's concern for and involvement in the local community. Tied with images of local activities that are supported by the bank, it helps to create a "feel good" image that reinforces the bank's image as the "local bank."

Marty Woods, Terre Haute Savings Bank's vice president and director of marketing, said, "We try not to overdo the use of the jingle, because we don't want people to get tired of it, but it's out there just enough that they're coming to associate it with our print ads and billboards, and see us as their community bank, which is just what we want them to do."

Partner Bill White said MillerWhite recommends to its clients that a jingle is a good way to focus on developing good creative consistently and cost-effectively. "If you build the jingle as a donut, to be customized with special promotions on a weekly or monthly basis or as needed," White said, "You have a strong tie-in that reinforces the other media channels in the minds of the audience." Click here to listen to other jingles, created from scratch, in customizable and cost-effective donut format.