Sometimes the best marketing campaigns start with a specific goal.

At the height of the financial crisis in 2008, Norway Savings Bank in Maine saw an opportunity to steal small business customers from larger competitors that were preoccupied with capital and credit-quality issues. With a goal of increasing market share in southern and western Maine by 25 percent within four years, it quickly developed an advertising campaign that used generous helpings of color to show that the $920 million-asset Norway Savings is not "some huge bank that sees things in black and white."

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