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Public relations and advertising records, 1970-1998.
22.00 cubic ft. 6.00 v.
Organized into four series: 1. Marketing Brochures, 1983-1997, 3.5 cu. ft.; 2. Audio Recordings, 1970s-1996, 33 items; 3. Videotapes and Film, 1970s-1998, 201 items; 4. Print Advertising, 1980s-1996, 5.0 cu.ft., 6 vols. By record type.
Terms Governing Use:
Barnett Banks had a long and successful history of advertising, which was instrumental in helping establish the statewide image of Barnett as Florida's bank. In 1929, Stephen Fifield established the bank's first public relations and business development department. Over the years Barnett used many different types of media: print advertisement in newspapers, print advertisement in magazines, billboards, radio, and television.
As Barnett Banks expanded statewide in the 1970s, television became increasingly important in establishing the statewide image. Uniform television advertising in the major markets became a major focus. Perhaps the most famous ads were the Betty White ads about the Senior Partners Program.
Whatever the medium, Barnett's advertising either promoted specific products or services, or focused on developing a positive image. Perhaps the most successful theme was the "Barnett is Florida's Bank" from the mid-1980s.
Over the years several advertising agencies helped Barnett develop its marketing programs. The Bacon, Hartman & Vollbrecht agency in St. Augustine developed the notable "Gullible Gull" advertisement, an ad that was eventually reprinted in over 400 newspapers throughout the United States. Later, Barnett used McKinney & Silver and The Martin Agency, both nationally recognized advertising agencies.
This collection consists of marketing brochures, audiotapes, film, videotape, and print advertising (both loose and in volumes). The materials provide information on the growth and development of Barnett Banks, Inc. public relations and advertising efforts to build a positive image about Barnett's products and services. While there is some material from the 1960s-1970s, the majority of the material is from the 1980s-1990s.
This collection would be especially of interest to researchers studying bank advertising and marketing and how technology, especially television, changed advertising over the decades of the 1960s through the 1990s. The evolution of both print and audio/visual advertising over this time frame is reflected in the materials which are contained in this collection.
Series 1: Marketing Brochures: This series consists of advertising brochures and pamphlets from Barnett Banks, Inc. Typical subjects include: checking options, home equity loans, overdraft protection, Individual Retirement Accounts (I.R.A.'s), Automatic Teller (A.T.M.) information, service fees, account information, and the Senior Partners Program. In addition to consumer materials, there are also brochures oriented to commercial businesses and professional organizations. Part of the material is also in Spanish.
Series 2: Audio Recordings: This series contains cassette and reel-to-reel audiotapes of advertising and public service recordings of Barnett Bank activities. Part of the material is in Spanish.
Series 3: Videotapes and Films: This series provides video documentation of advertising and banking services, such as the Senior Partners program; public service and charities which Barnett supported, such as "the United Way" and "Take Stock in Children"; and other activities such as quarterly reports of Barnett Bank activities; and market research and surveys. While the majority of the videotape is VHS, the format also includes 8mm videotape, 3/4 inch broadcast videotape, other types of broadcast videotape, and Beta tape.
Series 4: Print Advertising: This series contains a variety of advertisements for magazines and posters covering a broad range of subjects. These ads were designed in part by The Martin Agency and appear to be a standardized series of ads in which individual Barnett Banks could "plug in" their name and location. Standard topics included: ATM's, Hours of Operation, Newcomers, Money Market Accounts, Consumer Loans, Overdraft Protection, Trust Services, IRA's, Rates, Clip Art (Barnett logos, FDIC, Equal Housing Lender), and specific programs, such as "Ideas for the Way You Live."
In addition, this series also contains printed information concerning advertising compliance, fair housing advertising, deposit advertising, and the SAU (Standard Advertising Unit) system.
Finally, there are also several volumes of advertising examples for specific programs and individual banks. These volumes contain color prints, oversized prints, brochures, pins, labels, and display materials.
Folder listing available.
Additional Physical Form:
Location of Originals/Duplicates:
Researchers studying the history and expansion of Barnett Banks and the many acquisitions may wish to consult several other significant collections. These include: Collection M99-5, First Florida Banks, Inc.; Collection M99-12, Barnett Banks, Inc., Bank Records, contains extensive documentation of the history and overall operations and activities of the Barnett Bank of Jacksonville; Collection N2000-6, Barnett Banks, Corporate Communications Records, discusses Barnett's expansion in the 1960s to 1990s; Collection N2000-12, Barnett Banks, Inc., Bank Affiliates Historical Records; Collection N2001-6, Barnett Historic Preservation Foundation, Inc. Oral Histories, Photographs, and Historical Records, which includes interviews about expansion policies and acquisitions; and Collection N2001-7, Barnett Banks, Inc. Corporate Records, which details expansion and acquisitions in a series of annual reports.
In addition, researchers may also wish to consult Collection N2000-23, Records of Allen L. Lastinger, Jr., COO and president of Barnett Banks, Inc. and Collection N2000-24 Records of Charles E. Rice, CEO of Barnett Banks, Inc.
There are also a large number of affiliated Barnett Banks including, but not limited to: Collection N2000-1, Barnett Bank of South Florida; Collection N2000-7, Barnett Bank of Avon Park (Fla.); Collection N2000-8, Barnett Bank of Ocala (Fla.); Collection N2000-10, Barnett Bank of Deland (Fla.); Collection N2000-11, Barnett Bank of Orlando/Winter Park; Collection N2000-13, Barnett Bank of Central Florida; Collection N2000-17, Barnett Bank of St. Johns; and Collection N2000-21, First Bank and Trust Company of Pensacola (Fla.).
This collection was arranged and described from materials obtained from Barnett Banks, Inc. when the Barnett Bank records were transferred to the Florida State Archives beginning in 1999 and continuing through 2001.
In terms of importance the primary series are: M99-5 First Florida Banks, Inc. Bank Records; M99-12 Barnett Banks, Inc. Bank Records (this is the Jacksonville Bank's records); N2000-6 Barnett Banks, Inc. Corporate Communication Records; N2000-12 Bank Affiliates Historical Records; N2000-23 Records of Allen L. Lastinger, Jr., COO and president of Barnett Banks, Inc.; N2000-24 Speech Files of Charles E. Rice, CEO of Barnett Banks, Inc.; N2000-26 Barnett People for Better Government; N2001-4 Public Relations and Advertising Records; N2001-6 Barnett Historic Preservation Foundation, Inc. Oral Histories, Photographs, and Historical Records; and N2001-7 Barnett Banks, Inc. Corporate Records.
The Barnett Family and Barnett Banks had a long and complex history, beginning in 1877 and lasting until 1998. Two books written by Barnett veteran, David J. Ginzl, provide an in-depth history of both the Barnett Family and Barnett Bank and the role Barnett Banks played in the development of banking in Florida. Barnett: The Story of "Florida's Bank" (University of Tampa Press / 428 pages) provides a thorough historical account of Barnett's development and Images of America: Barnett Bank (Arcadia Publishing / 128 pages) contains numerous historically significant photographs with brief narrative essays. These two books would be indispensable for researchers studying either the Barnett Family or the history of banking in Florida in the 20th Century.
Electronic Records Access:
Subject Access Fields:
Barnett Banks Barnett Bank of South Florida, National Association (Miami, Fla.)
Advertising Florida Bank marketing Florida. Bank mergers Florida Public relations Florida
Audio tapes. aat Audio cassettes. aat Video recordings. aat Motion pictures. aat
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