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TheStreet Open House

First Financial Bancorp's CEO Hosts Investor Day Conference (Transcript)

Most recently in 2011, we executed two branch acquisition transactions which significantly enhanced our presence in Dayton and Indianapolis, two markets that we have specifically identified in our strategic plan for future growth. Prior to these deals, we had commercial loan teams as well as a limited retail and wealth management presence, but this added the increased visibility and scale to allow us the marketing opportunities to grow our presence in all three of these critical markets. Throughout the business unit presentations you will hear from our executives on how this migration towards building greater scale is a key component of our strategy.

The second item I want to cover is our branding strategy. Initially, we branded the company in 2006; developing a branding mission anchored and been client centered as our business model and that drives everything that we do. Our strategy for creating the brand and raising awareness of what its stands for incorporates many elements. One of the more visual aspects of this strategy is our award wining sales and banking center prototype. Our banking centers were created to provide an open and inviting environment with strong visual merchandizing, helping clients relate to successful moments in their lives.

We also pursued targeted marketing in media relations initiatives. We were benefited from building strong relationships with media in our local markets, because we think we have a good story to tell, we have been a growth oriented organization that media has been interested in covering First Financial.

We are also highly engaged in our communities; targeted sponsorships and community involvement have build awareness. We continue to reinforce the consistent brand messaging while more importantly having a positive impact on the local communities we serve. Just last night, we sponsored the World Choir Games which were held in Cincinnati and another example of our involvement in support of the Price Hill Financial Opportunity Center which represents our philanthropic focus on improving financial literacy.

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