The document provides background information and strategic goals for a small bank seeking to grow. It outlines the need to identify a new profitable customer segment and develop an integrated marketing strategy using advertising and public relations to penetrate this segment and increase overall profitability. The vice president of advertising and public relations is tasked with creating a 5-phase strategic marketing plan to recommend a new target market, product offerings, and integrated promotional strategies to achieve the bank's goals of growth, competitive advantage, and higher returns.