Plan B [the agency alternative]

Chicago, IL, April 08, 2009 --(PR.com)-- [Chicago] A bright counterpoint to the relentlessly negative financial news of the past several months, Plan B, a growing Chicago-based ad agency, is bringing an upside to financial services companies by helping them capitalize on the opportunities presented by their competitors’ marketing silence.

An affordable alternative to major agencies offering cutting-edge strategy and creative that balances traditional advertising with innovative technology, Plan B recently launched a new marketing campaign geared toward the financial services industry, starting with highly targeted sponsorships of the “Marketplace” program on Chicago’s public radio station, WBEZ.

“When everyone else is cutting back, that’s the time to take the lead,” says Pat Miller, Director of Business Development. “The banks and brokerages that invest in smart, effective marketing now will emerge ahead of the pack tomorrow.”

“Thanks to that leverage, there’s no need to spend a ton of money to get your message out and generate real results. That’s how Plan B can really help—by sending the right message through the right channel to help attract customers, whether it’s direct mail, online, or traditional advertising.”

To drive that point home, Plan B selected a narrowly focused medium for their campaign — announcer-read spots during a financial news show on local public radio — that offered maximum exposure to the target audience at low cost. They then supported their radio exposure with a postcard mailing and print ads in financial publications, affordably enhancing the campaign’s effectiveness.

So why would an ad agency take the risk of seeking financial services clients in today’s uncertain economic environment?

“Because we believe in the power of marketing — especially when it’s done intelligently and efficiently,” says Plan B partner Ric VanSickle, “And we wanted to lead by example. So it seemed natural for us to reach out to an industry facing huge challenges, and offer our expertise to help these businesses grow.”

“We think there are opportunities out there — not just for us, but for smart companies who recognize the value of marketing,” VanSickle says, “Those are the clients we want to work with, because they’re the ones who will come out of tough times with a real advantage.”

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