Do The Right Thing

A cause-related marketing campaign can help your company break away from the pack

How can a little bank with only 27 employees stand out from giant competitors in a crowded market? That's the problem that faced Stephen Lange Ranzini, president of University Bank, when he moved operations from Sault Ste. Marie, Mich., downstate to Ann Arbor three years ago. His answer: Show a little heart.

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