Client
Allfirst Bank
A large regional financial services institution providing banking, trust and brokerage services in the mid-Atlantic area. (Allfirst Bank merged with M&T Bank out of Buffalo, New York in January 2003.)

Audience
401(k) decision makers for small to medium-sized companies.

Marketing/Business Objective
Generate plan sales among smaller businesses looking for a level of 401(k) services comparable to that offered to larger companies.

Creative Strategy
Since the plan was designed for an audience who does not have the time or manpower to wade through administrative details, we kept the package accessible and direct. We chose imagery that encourages audience identification while simultaneously demonstrating that Allfirst understands their needs. Inside, plan benefits for both employers and employees are streamlined into easy to understand bulleted text. More detailed information on the plan and its funds is provided on a CD packaged within the brochure.

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