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The Background
Based on a face-to-face interview with the chairman and senior management, we styled the traditional annual report components into magazine stories—and tied the themeline into the current buzz about "shareholder value." The third of four annuals we wrote for Evergreen. |
The Copy
What Shareholder Value Really Means
Within the stories of 1996 lies a single compelling picture.
Taken together, the developments of the past year—smart branch planning, electronic services, pinpoint marketing—show Evergreen for what it has become: a nimble institution that seizes market opportunities, creates long-term customer loyalty, and aims squarely for shareholder value.
The force behind these initiatives is, as always, the pursuit of our natural market niche: that of a profitable, well-managed, customer-oriented community bank. In the pages that follow, we present the stories of 1996 and preview 1997. More than that, we reveal how Evergreen is benefiting shareholders as never before....
An Eye for Value
Too many companies manage quarter by quarter. In a revealing interview, the Chairman of Evergreen explains why his bank's value extends far beyond yesterday's results.
A Philosophy Apart
When he gauges his bank's performance, George Dougan naturally begins with the quarterly statement. But he doesn't stop there—and that sets Evergreen Bancorp apart from the mainstream.
During his assessment, Dougan might also examine a new branch, review the latest product for small business, or look in on a training session. All in the name of uncovering one crucial element: shareholder value.
"Everything we do should increase our franchise value as an independent bank—not just for the next quarter, but for the long term," said Evergreen's Chairman and Chief Executive Officer in a recent interview. "This past year, I'm pleased to say, we excelled in both."
The Players
Client: Evergreen Bancorp
Agency: KSV Communicators |
