L
The shoe fits
banking, Rabo AgriFinance (United States farm lending) and the
Californian retail banking business (Rabobank, N.A.). The corpo-
rate banking advertising strategy emphasises Rabobank's F&A
knowledge and fïnancial expertise, explains Lynne Burns, Director
of Corporate Communications for the Americas. This market is
fairly mature and Rabobank is a well-known player in it, so the
emphasis is less on establishing the brand than on deepening
appreciation of Rabobank's unique strengths,' she says.
When the 2004 acquisition of the Farm Credit Services of
America feil through, building the brand among United
States farmers and ranchers and educating the production
agricultural market about Rabobank became a number one
priority. Tremendous progress has now been made in this
area. 'Rabobank was a relative newcomer to the United States'
production agricultural market,' she continues. 'Positioning
Rabo AgriFinance therefore starts with building name recogni-
tion and educating audiences about Rabobank's agricultural
heritage and fïnancial products for farmers. In our retail
banking business, on the other hand, our main advertising
strategy this past year has been to build the Rabobank brand
in our 39 California markets and to position Rabobank in each
as the local community bank.' "Same People, More Bank" is
an example of a well-received recent campaign in the Central
Coast region of California.
Cinderella's shoe fits. In the Netherlands, Jochem de Bruin will
enter a new phase of his life next year, but in a different set
ting; while regional advertising will continue to build on the
formula that has already proved successful for both corporate
and community banking campaigns. Spreading the Rabobank
word by personifying the message is the key to bringing the
bank to its clients.
These advertisements appeared in the Central Coast region of the United States.
Same People,
More Bank.
The sign on the outside of your bank has changed from
Community Bank to Rabobank - but on the inside, the
great local bankers whom you know and trust remaln the
same. Our commitment to community banking that you
have counted on over the last 22 years is now stronger than
ever. As Rabobank, N.A, we continue our long heritage of
community banking and local involvement - a century old
legacy that is alive and strong everywhere we do business.
We are committed to making a positive difference in the
Rabobank. The new local name in community banking.
Rabobank, N.A.
Member FDIC
www.RabobankAmerica.com
Formerly Community Bank of Central California KöDODanK
The sign on the outside of your bank has changed from
Community Bank to Rabobank - but on the inside, the
Same People,
More Bank.
great local bankers whom you know and trust remain the
same. Our commitment to community banking that you
have counted on over the last 22 years is now stronger than
ever. As Rabobank, N.A., we continue our long heritage of
community banking and local involvement - a century old
legacy that is alive and strong everywhere we do business.
We are committed to making a positlve difference in the
Rabobank. The new local name in community banking.
LENOER
Rabobank, N.A.
Member FDIC
www.RabobankAmerica.com q
Formerly Community Bank of Central California KduODSn
The sign on the outside of your bank has changed from
Community 8ank to Rabobank - but on the inside, the
great local bankers whom you know and trust remain the
same. Our commitment to community banking that you
have counted on over the last 22 years is now stronger than
ever As Rabobank, NA., we continue our long heritage of
community banking and local involvement - a century old
legacy that is alive and strong everywhere we do business.
We are committed to making a positive difference in the
areas we serve.
Rabobank. The new local name in community banking.
Rabobank, N.A.
Member FDIC
www.RabobankAmerica.com D iKy» K _n/.
Formerly Community Bank of Central California T\dDOu3nK
6 The Word Issue 12-October 2006
