The document discusses negotiating a rare deal with a key Philadelphia newspaper to own the cover page with photo collages and meaningful statements. It then describes negotiating the terms, which included a teaser ad on the bottom referring readers to page 3 to learn about the bank's mortgage and home equity loan offerings. The following pages demonstrate the bank's power through advertisements targeting those angry at big banks and promoting its high-interest checking account.

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7. There’s a place in your neighborhood that’s
still making the American Dream come true.
Turn to pg. 3 to see what we can do for you.
We’re financing your
neighbors’ dreams.
What can we do for you?
There’s no credit crunch here. We’ve got
money to lend for residential mortgages and home
equity loans. At very attractive rates. This may be
the perfect time to make the American Dream
come true for your family. Come in and let us help.

8. Angry because your community bank
got swallowed up by another big bank?
Here’s over 40,000 reasons to be happy.
East River Bank has more than 40,000 ATMs that are FREE for
our customers. They’re right near where you live, work, and shop.
Our free, full-featured online banking gives you 24/7 secure access to pay bills, transfer
funds and manage your daily banking needs. We’re local, family-owned and we do more
for our customers. Our high interest-paying Go Green checking account is a great example.
rCHECKING
n
.20
1 %
You don’t have to become just another number at a big bank. You’ll get the personal Earn
service, the convenience, and all the benefits of a local community bank. Switch to
East River Bank.
APY*
Call us at 267-295-6420 or visit us online. Interest on Checking
$100 Minimum Deposit
See all our SURCHARGE-FREE ATMs near you at www.eastriverbank.com/myATMs. FDIC Insured
* Minimum balance of $100 to earn Annual Percentage Yield (APY) which is accurate as of 12/13/11. The APY for accounts with balances of $100–$999.99 is 1.20%. The APY for accounts with
balances of $1000–$9,999.99 is 1.20%. The APY for accounts with balances of $10,000–$24,999.99 is 1.20%%. The APY for accounts with balances of $25,000–$49,999.99 is 1.20%. The APY
for accounts with balances of $50,000 and above is 1.20%. The Annual Percentage Yield for any tier may change at any time. Offer applies to new money only. Must have an online account.
E-statements required. Fees may reduce earnings.

9. Nothing wastes more time than
We’re at it again!
The very same people you Now you can get the kind
having to go through layers to knew and trusted from of local commercial and
Roxborough-Manayunk residential development
Bank have opened
terms and rates other an even better bank! was gone forever!
have turned to us for so
• Quick loan approvals. • Flexible and creative terms.
• Strong history with area builders. • Excellent rates.
100 YEARS OF COMMITMENT. COMPOUNDED DAILY.
4341 Ridge Avenue, East Falls • 6137 Ridge Avenue, Roxborough • 267.295.6420
Call Jerry Cotlov direct at 267-295-6431 or Frank Toohey direct at 267-295-6442
ERB07046_Hat_Ad_A.indd 8 11/1/07 9:47:42 AM