Joining ForcesAn identity presentation to

transition First Savings Bank &

Community First Bank as they join

together as one, new bank.

A brand-building and

image/identity proposal to

introduce the new bank’s

name and subsequent

advertising.

Swain MarketingMarketing Excellence

312 Exchange Avenue

Louisville, KY 40207

502.896.1073

anita.tyler@insightbb.com

Marketing Presentation

March 5, 2010

First Savings &Community FirstBanks

2

Introduction

Bank

Advertising

Experience

Swain Marketing is a marketing, advertising and public relations firm,now in its 26th year of business. While Swain Marketing has worked for allkinds of clients, large and small, our strength is in creating image-buildingand identity campaigns, especially for financial clients. We have experienceworking with community banks, bank mergers and acquisitions, marketingnew names, merging products, and developing awareness in a highlycompetitive and ever-changing banking landscape.

Our areas of expertise include brand-building, logo development, outside signagedesign, image development, advertising maintenance programs and award-winning creative.

Most importantly, we already understand bank marketing communications,product development, the importance of relationship building, retail, privateand business-to-business banking. And we’ll put all of this strength andexperience to work for you.

We’re familiar with your market areas. We have already worked in most of themarkets your bank offices call home. We have a good understanding of whoyour customers are and who your employees are, so we can address theirconcerns about change most appropriately.

We have worked for these

financial and investment clients:

BAI, Bank Administration Institute (Chicago,IL)Central Bank of Henry County, KY (now PBI)Commonwealth Bank, Louisville, KYCommunity First Bank, Corydon, IN1st Independence Bank (now Main Source), KY & INFuture Federal Savings Bank, Louisville, KYLiberty National Bancorp, Inc. (now Chase)

and its Kentucky and Indiana affiliate banksMerrill Lynch, Louisville, KY

3

Your

Account

Service Team

Account

Manager

Graphic

Designer

Anita Swain Tyler

Swain Marketing’s principal, Anita Swain Tyler, offers more bank marketingcommunications experience than any other agency owner in the region.

“We help banks grow and succeed in a challenging economy throughintegrated marketing communications programs that capitalize on the best of traditional and new media, selecting the best media and giving our clients the most effective advertising program for their investment.”

Anita’s strengths include marketing planning and consulting. Anita wrote the annual marketing/advertising plans for Liberty National Bancorp, Inc.affiliates. She offers excellent organizational and communication skills,copywriting and buttoned-up account service.

Your account will be one of our top priorities. It will be managed by anexperienced advertising professional, not an assistant in training. Anita willbe your account service manager and have daily contact with you. She willalso direct or write copy for your advertising. Experienced, professional andfocused, Anita will hit the ground running, working for your best interests.

Anita holds a M.A. in Marketing from Webster University and a B.A. in EnglishLiterature from Hanover College. Anita is an adjunct professor of advertising for University of Louisville.

Teresa Lark Heintzman

Teresa brings over thirty years experience in graphic design to our team. Her career began in broadcast design at WAVE-TV and WHAS-TV as acourtroom artist, creating on-air animation and news graphics, TV premiercampaign support materials, outdoor, events installations, set design to namea few. She is equally at home with logo design, book design, newspaperadvertising, billboard design, give-away items or corporate annual reports.Her client list includes corporate, non-profit, retail/small businesses,institutional and educational organizations.

She brings technical expertise in computer production, photo-retouching andvender coordination as well as creative, classically powerful graphic designtalent. She has a long and respected relationship with many area printers,suppliers, copywriters, marketing and public relations firms.

Teresa grew up in Jeffersonville on Blackiston Mill Road. She holds a B.F. A. inPrintmaking from the University of Louisville.

Sharon Weiter

Sharon has been offering comprehensive Internet design since 1995. She alsooffers expertise in online marketing and SEO (search engine optimization)strategies, animation, multi-media, and social media branding. She believesutilizing the online community to build brand awareness between client andcustomer is an essential part of today's marketing.

An admitted techno-junkie, Sharon stays current with technology and solutions tosupport traditional advertising. Sharon has earned design awards fromLouisville Graphic Design Association (LGDA) and the InternationalAssociation of Business Communicators (IABC). Sharon holds a B.A. from theUniversity of Louisville. She calls Southern Indiana home.

Melissa Siegel

Melissa brings a wealth of experience with Southern Indiana media to youraccount. Currently, she works with Floyd Memorial Hospital and BowlesMattress Company in Indiana. As the former Media Director for Sheehy &Associates, Melissa has planned and bought regional and local media fordiverse accounts. Her background in media research and marketingcomplement her expertise in media planning and buying.

Melissa is a results-oriented team contributor with the ability to successfullymanage multiple marketing projects and meet high expectations anddeadlines.

Melissa has a B.A. in Communication from the University of Louisville.

Web

Designer

Media

Director

4

Integrity

Passion

Dedication

Reliability

Flexibility

The Situation

What we will do for you.

When you work with Swain Marketing, you’ve chosen to work with some of the best advertising professionals in the business.

From traditional to high-tech advertising, our dynamic team will deliver over and above what we promised.Every time. On time. And on budget.

From marketing to media, your account will receive top priority service, attention to detail, and quick turn-around.

When you work with Swain Marketing, you won’t have to fill out large stacks of forms to make small ad changes or hassle with a big agency agenda.

We know bank marketing communication, we understand the business of banking, and we know the markets in which your offices are located. In fact, we’ve already worked in quite a few of them. We’ll put ourexperience to work for you.

We’re ready when you are. So let’s get started.

The situation

⁄ At the end of last year, First Savings Bank (FSB) of Clarksville, Indianapurchased Community First Bank (CFB) of Corydon, Indiana.

⁄ FSB currently has offices in five counties: Clark, Crawford, Floyd, Harrison and Washington, Indiana.

⁄ CFB currently has offices in Corydon, English, Leavenworth, Marengo,Milltown and Salem, Indiana. CFB is doing business with existing advertisingthat says, “a division of First Savings Bank” on it.

⁄ Together, the size of the banks will be $500,000,000 in assets—the largest,locally owned community bank in the state of Indiana, solely focused on theneeds of Southern Indiana. Together, there are 14 offices and 14 ATMs.

⁄ The banks have selected a new operations system and plan to be on boardwith that system, effective August 2010.

⁄ The banks have decided to select a new name when they become one bank and will work with their advertising agency to choose it.

⁄ Right now, customers must bank at their existing bank, but have free use of ATMs at both banks.

5

Advertising

Objectives

Advertising

Targets

⁄ Lending decisions will remain local. ⁄ The banks will choose an agency to develop advertising during their transition

and to launch the new name of the bank. ⁄ First Savings Bank and Community First Bank are committed to making a

seamless transition to become one bank, effective in the first quarter of 2011.This includes making a commitment to a professionally produced advertisingcampaign that will run during the banks’ transition, a launch campaign toannounce the new name, and maintenance advertising, thereafter.

⁄ The banks have requested we put together a proposal that includes how wecan lead them through this process via a streamlined advertising process.

Existing Customers & Prospects

We recommend that you communicate regularly with your customers during thetransition and afterwards. This is especially important during the first 12 to 18months as a new bank with a new name.

Your Employees

We recommend that you communicate with your employees once per month sothey feel confident about their own roles at the bank, and equally confidentaddressing customers’ questions.

Business Accounts

We recommend that you advertise to your business clients so they feel confident that their banking relationship with you will remain strong.

Community Relations Organizations/Clients

We also recommend you address the community-related organizations that youare working with now. While you are merging together as one larger bank, you are still communicating your committed to their organizations.

6

Challenges

What we should expect as the banks transition.

With change comes uncertainty.

When it comes to banking, people don't want to change, and switching banks isalso a pain. So, we want to offer them something better, a wider array ofservices, local lending decisions by people they've come to know and trust.We also want our advertising to help minimize account issues, such aschecking account numbers, ATM cards, online banking, and direct deposit.

Big bank distrust is an economic reality.

For some customers, change is uncomfortable. We want our advertising to reducepotential fears, suggesting good things about the changes; and yet they willcontinue to enjoy the same personal service from the same people theyalready know. Now, they are a part of one of the best-run banks in the country.

There will be plenty of speculation.

We will provide honest information and current updates from senior management via press releases, electronic and printed communication and advertising.

Employee concerns.

Employee meetings, electronic updates, and training will empower employees to confidently answer customer questions and feel secure about their own jobs.

Corporate clients and organizations get anxious.

Bank officers and senior banking officials will talk with corporate customers personally, via electronic and printed pieces, and in our advertising to assure them we still take their business personally.

7

Timetable

Apr – Sep

2010

Sep – Nov

2010

Nov 2010 –

Feb 2011

Feb – Apr

2011

Maintenance

TBD

Marketing Strategy Timetable {Approximately 1year}

⁄ Transitional Campaign Phase One

(Comfort, Reassurance, Informational)The purpose of our transitional advertising is to make customers feelcomfortable with the bank merger process and to keep them informed of itsprogress and how that affects them. We want existing customers to beaware of the advantages the new bank will have to offer them and to feel likethey are part of a great change.

⁄ Transitional Campaign Phase Two

(We’re now one operation.)Announce that customers can bank at all locations of FSB & CFB and whatthe benefits are now that the systems are one.

⁄ Hiatus

(Off-air)Outside signage can go up in the fall, with banner coverings over the newlogo. We’ll show FSB & CFB names, until new name is officially announced.

⁄ Official Launch Campaign Phase Three

(We’re one bank and here’s who we are.) Announcement of official bank name change and roll out of new logo, newlook, new materials, along with a customer/prospect promotion in April, 2011.

⁄ Ongoing Maintenance Advertising – TBD

8

Transitional

Campaign

Projects

Transitional Campaign Phase One & Two Projects

Bank Nomenclature

Creative consulting, recommendations, client input, final selection.

Logo Design

Designing of three logo treatments, client approval of final selection, refinement and expanded use alternatives.

Transitional Logo Treatment (Dual CFB&FSB logos “soon to be” NEWBANK Logo).

Print

Logo Spec Guide We’ll establish your official graphic elements and treatment of new logo, and establish graphic treatment of transitional dual CFB&FSB logo.

Transitional Newspaper AdsCourier-Journal, Indiana Edition, 4-color, full pageLocal communities’ papers—All markets, b/w, small to medium format.

Transitional Magazine AdsSouthern Indiana Magazine, 4-color, full page

Transitional Statement Stuffers/Drive-thru Window Handouts/Literature Rack FillKeep existing customers up-to-date with announcements of upcomingchanges to banks’ online or face-to-face banking experiences. Small format, 4-color print materials.

Outdoor

Transitional Condition (Dual CFB&FSB logos “soon to be” NEWBANK Logo)Environmental Temporary Banners—Drive-thru, Stand alone, Building inside/out

Web

Transitional Front Page with news updates for both online banking sites(Could be scrolling banner, link, etc.) several versions to build upon theprogress of the brand merger.

Transitional ATM Display Screen—Two sets of periodic messages. Limited interactivity.

Professional emailings to existing customersConsider Social Networking—Blog, LinkedIn, etc.

Employee Materials

Intra email updates/announcements/events

9

Launch Event

Campaign

Projects

Official Launch Event Campaign Projects

Press Release

Announcing new merged banks, background information and new name.Print

Launch New Name/Logo/Look Newspaper Ads.Courier-Journal, Indiana Edition, 4-color, full page.Local communities’ papers—All markets, b/w, full page.

Transitional Magazine AdsSouthern Indiana Magazine, 4-color, full page

Transitional Statement Stuffers/Drive-thru Window Handouts/Literature Rack FillAnnouncing new name/logo, watch for festivity/events, etc.Small format, 4-color print materials

Outdoor

Launch Campaign Billboards (Announcing new name, new logo, new look)Environmental Temporary Banners—Drive-thru, Stand alone, Building inside/outWeb

New Website Design and coordinating implementation of it with the existingwebsite development / hosting company.

Launch ATM Display (Master front page, permanent)Signage

Branch Building Branding Guide—Photoshop fabricated image of each existingfacility with new signage in place for sign company production.

Building Signage & Way Finding/Directional Signage/ATM/Gas Stations/GroceryStores. (Paper banner covering until February of 2011.)

Biz-to-Biz & Community Partners Materials

Business-size introductory brochure, pocket folder of new bank, new capabilities, lending strengths, etc. for senior banking officers making personal calls to use as a leave-behind. Professional emailings and updates.

Premiums

Promotional items such as pens, pencils, balloons, magnets, little banks, etc.Higher-end premiums such as logo portfolios for corporate clients.

On Day One

Logo shirts on all employees/consistent colors.Signs unveiled.Hours, new logos on doors, drive-thrus, etc.Internet switched over to new system. (Customers will still see their banks’ old name – de-emphasized – on the web site, but after 30 days, it will be gone from the site.)

10

Social Media

Marketing

Information

Social Media Marketing (SMM)

Social Media Marketing will attract and help you understand and respond to your target audience and prospective customers. It can be a cost-efficientaddition to our traditional media recommendations. In today’s competitiveenvironment, it can be beneficial, especially in building relationships and intracking online conversations about the bank as it becomes a new “brand.”

The benefits of Social Media Marketing are bi-directional: That means you canget your messages and business image out there. You can instantly postnews or events. You also get to know instantly what the reaction is to yourposts, how your messages are received. It’s important to encourage onlinedialogue and actively listen and respond to your audience. This will need tobe handled daily and internally at the bank, in order to remain timely.

Here’s a summary of how SMM can work for you:

Your online audience will generate hits on your website and with the rightmessage there, online visits to the bank, as well. We can also track traffic toyour social media efforts, conversations, repeat viewers and existingcustomers. These tracking tools can be vital to gathering the best possible(and up-to-the-minute) information relative to your bank during the transitionphase of our campaign.

The key is to get as many contacts as possible in your network and respond tothem in a timely manner. This can be in the form of a fans page like onFacebook or LinkedIn. Networks like LinkedIn can add a credible, cost-efficient marketing component, especially with business-to-business clientsor prospects.

There are many ways to build an online image for the bank. We would be happyto develop a specific approach to complement our other mediarecommendations.

11

Media

Recommendations

Recommended Media Mix

⁄ Outdoor Billboards

Outdoor posters around bank locationsCBS Outdoor, Lamar OutdoorAVG $3,500/month April 2010 – March 2011 = $42,000 (can change monthly/can cancel for hiatus months to prolong campaign till June 2011)

⁄ Print

Courier Journal, Southern Indiana ZonesTribune/Evening News, New AlbanyGreen Banner Publications, including

Banner GazetteWashington CountyCharlestown LeaderScott County JournalSalem Democrat/LeaderCorydon Clarion/Democrat

AVG $5,000/month April 2010 – March 2011 = $60,000 (can change monthly/can cancel for hiatus months to prolong campaign till June 2011)

⁄ Additional Publications

Business FirstSouthern Indiana Living Magazine

Occasional placements throughout campaigns to total no more than $10,000

⁄ Radio

Traffic Radio – Metro Networks, Total TrafficAVG $2,000/month August 2010 – July 2011 = $24,000

⁄ Insight Cable TV

Southern Indiana ZonesAVG $2,000/month August 2010 – July 2011 = $24,000

⁄ New Media Opportunities

Social Media, Search Engine Optimization

12

Media Budget

Proposed Media Placement Budget

⁄ Transitional Campaign Phase One

April 2010 – September 2010Totals: $85,000

⁄ Transitional Campaign Phase Two

September 2010 – November 2010Totals: $27,000

⁄ Hiatus

November 2010-February 2011Saving funds during peak shopping times of the year; helps promote length of your campaign

⁄ Official Launch Campaign Phase Three

February 2011 – August 2011Totals: $62,500

Proposed Total media Budget $150,000 – 175,000

13

Transitional

Phases

Time/Cost

Estimate

Transitional Campaign Phase One & Two Projects

Estimated Time Frame Estimated Cost Range

Bank Nomenclature 2 weeks $2,000 – 5,000Logo Design 4 weeks 5,000 – 7,000Print

Logo Spec Guide 1 week 2,000 – 4,000Transitional Newspaper Ads

Campaign Master Samples 2 weeks 4,000 – 6,000Community Ads 1 day Each 1,000 – 2,000

Transitional Magazine Ads 1 week Each 1,000 – 2,000Transitional Statement Stuffers/Drive-thru Window Handouts/Literature Rack Fill

2 week Each 2,000 – 4,000Outdoor

Transitional Condition 2 weeks 5,000 – 7,000Web

Transitional Front Page 1 week 2,000Transitional ATM Display 1 week 1,500Professional Emailings 1 weeks Each 500 – 650List Management for client base XLS or CSV file Per New Mailing 600 – 1,200Reporting Emailing stats Per List 300

Provides reports in pdf format showing recipient results, opened , bounced, bad email addresses.

Social Media Strategy TBD TBDEmployee Materials

Intra email update/announcements/eventsNewspaper, web, Miscellaneous TBD

Creative Development for Transitional Campaign

$40,000 – 50,000Photography, printing, sign manufacturing, billboard manufacturing and mileage not included.

14

Launch Event

Phase

Time/Cost

Estimate

Official Launch Event Campaign Projects

Estimated Time Frame Estimated Cost Range

Launch Press Release 1 week Each $500 – 1,000Print

Stationary Package 2 weeks 1,500 – 2,500Launch New Name/Logo Newspaper Ads

Campaign Master Samples 2 weeks 4,000 – 6,000Community Ads 1 day Each 1,000 – 2,000

Transitional Magazine Ads 1 week Each 1,000 – 2,000Launch Statement Stuffers/Drive-thru Window Handouts/Literature Rack Fill

2 week Each 2,000 – 4,000Outdoor

Launch New Campaign 2 weeks 5,000 – 7,000Web

Launch New Front Page 1 weekLaunch New ATM Display 1 weekSignage

Building Signage Branding guide 3 weeks 6,000 – 10,000(Shows outside signage & placement recommendations for each bank office.)

Building Signage 3 days Each 1,000 –2,000Biz-to-Biz & Community Partners Materials

Business Brochure/Pocket Folder 2 weeks 4,000 – 5,000Professional Emailings 1 weeks Each 1,200Premiums 1 week Each TBDEmployee Materials

Intra email update/announcements/events Each TBDDay One Events TBD TBDMiscellaneous 5,000 – 10,000

Creative Production for Launch $40,000 – 50,000

Total Estimated Marketing Budget $230,000 – 275,000Photography, printing, sign manufacturing, billboard manufacturing and mileage not included.

15

Portfolio

16

First

Independence

Bank

B/W Ad

Community

First Bank

BillboardsButtonsStuffersAd CampaignsLogo DesignSignageBannersEtc.

Portfolio

17

Coalition

for the

Homeless

Logo DesignPocket Folder Brochures Stationary Package

Portfolio

18

Passport Advantage

Health Insurance

Full Color Ad CampaignPower Point PresentationMembership Card

Center College

Book

Dust Jacket

History of Centre College280 page/450 imagesPublished 2009

Portfolio

19

Hance &

Srinivasan

Personal Injury Law Firmwww.hslawky.com

Century

Mortgage

Louisvillewww.centurymortgagecompany.com

2trg

Recycling e-wastewww.2trg.com