Main Office Branding. Success Story: F&M Bank - Main Office Branding. 15 offices in 5 Tennessee Counties. Total Assets: $624,327,000 as of 12/31/07

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1 Success Story: Main Office Branding F&M Bank - Main Office Branding Headquarters: Offices: Clarksville, Tennessee 15 offices in 5 Tennessee Counties Total Assets: $624,327,000 as of 12/31/07 CD Components: Component 1 Exterior Branding Component 2 Way Finding System Component 3 Interior Elements Component 4 Video Merchandising Component 5 Construction Mural Component 6 The Franklin Room Component 7 Christmas Lights Component 8 Website Marketing Services Provided By succes@blfmarketing.com

2 Objectives and Results Branding is so much more than a logo or graphic presentation of a company s identity. In the case of F&M Bank, its brand is a covenant of trust, quality and leadership with the customers and communities it serves. F&M Bank is one of the fastest growing independent community banks in Tennessee, but it is also one of the oldest, dating to F&M Bank placed a premium on careful planning and meticulous execution for its new Main Office facility that opened in early As a result, F&M created a rich brand experience that made the bank s new headquarters the star of a comprehensive brand campaign. Throughout the magnificent six-level building, the F&M brand is apparent. This ABA Marketing Network award entry showcases ways in which the F&M brand was implemented in practically every aspect of the building s design. Through events, hospitality functions and assertive marketing, F&M had thousands of people visit its new Main Office during its first year. Almost anyone who visits the building will attest to having had a uniquely F&M experience. The F&M Main Office has been widely heralded for its design excellence by winning multiple architectural awards, and has been featured in numerous news and magazine articles. Partly on the strength of the completion of the new facility and associated brand impact, F&M Bank stretched its lead as the number one bank in market share of deposits in Montgomery County during 2007.

3 Component 1 - Exterior Branding Exterior signs and graphics blended existing brand standards which include the colors of blue, silver, red and gold with the building s distinctive architecture.

4 Component 2 - Way Finding System This comprehensive sign, directory and navigation system incorporates the distinctive F&M Arch throughout the facility.

5 Component 3 - Interior Elements The brand is carefully portrayed as etched glass blocks embedded into the teller line as well as digital media throughout the lobby. Exquisite dimensional stainless logos are applied to rich mahogany wall panels. 8-foot art panels portray prominent spires from Clarksville s Historic District. The actual spires can be viewed from the building s top floor.

6 Component 4 - Video Merchandising A comprehensive digital media system allows F&M Bank to share animated marketing messages, news and weather combined with music in the bank s public areas.

7 Component 5- Construction Mural The story of the building s evolution is conveyed via a huge wall mural that depicts every phase of construction from design drawings to ribbon cutting.

8 Component 6 - The Franklin Room As part of F&M Bank s brand recognition for high touch marketing, The Franklin Room is the crown jewel on the building s top floor, complete with incredible views of the city s notable spires as well as the scenic Cumberland River.

9 Component 7 - Christmas Lights The bank s unique branding style was also played out in its Holiday Lighting scheme, which was awarded top prize in the city s 2007 Commercial Holiday Decorating competition

10 Component 8 - Website In response to rising expectations for e-banking services, the task of expanding F&M s website into an online branch was initiated. Ultimate goals: Increase the customer s ability to initiate banking activities online (e.g. opening an account, applying for a mortgage); encourage online chat with bank personnel; and enhance the local community presence of each geographical market for F&M Bank and F&M Mortgage. Website Home Page Website Content Pages