Marilyn Carter
 Marketing and Communications

frost bank 


Republic of Texas, 1837, compiled by Stephen F. Austin was the first map adopted by Frost Bank
and TEXAS MONTHLY.                                                                                                   
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I learned of the Adopt-a-Map program shortly after it was announced in 2001. Presented by the Texas General Land Office, Adopt-a-Map was created to raise private funds for the preservation and restoration of maps and documents dating to the early 1800s--treasures of art and history that were crumbling and on the verge of extinction.

Client:  Frost Bank


  • Reinforce Frost Bank’s position as the bank having a longstanding, deep Texas heritage. 
  • Reach new high-net-worth individuals in a creative, meaningful way.
  • Reinforce Frost Bank’s dedication to serving Texas and Texans. 

Recommendation and Strategy
Forge and publicize a partnership in which Frost Bank and Texas Monthly sponsor the adoption of 20 historic maps and share them with Texans. 

 The partnership was executed in a program that:

  • Launched with a map poster that was inserted into TEXAS MONTHLY (circulation 300,000) and distributed at Frost locations statewide.

  • Continued with a year of monthly advertising spreads in TEXAS MONTHLY, each featuring a restored map on one page and a Frost Bank ad adjacent to it.
  • Hosted bank clients at map exhibit receptions in seven major Texas markets.
  • Invited Texans to go online and adopt a map.
  • Reached tens of thousands of public school students, parents, and teachers statewide with a custom-created 7th-grade history curriculum based on the program and branded by Frost and TEXAS MONTHLY.  


  • Garnered new high-net-worth customers for Frost Bank.
  • Generated $425,000 in revenue for Texas Monthly.
  • Led to a renewal recommended by Texas Monthly, the year-long Texas Heritage Trails map series, yielding another $450,000 in ad revenue.
  • Generated funds for Adopt-a-Map from adoption fees paid by Frost Bank, Texas Monthly, and the general public inspired by the program.
  • Inspired exceptional attendance to Frost Bank map exhibit receptions by existing high-net-worth customers and VIPs such as Red McCombs.
  • Generated favorable publicity and goodwill for Frost Bank, its advertising agency McGarrah/Jessee, the General Land Office, and Texas Monthly.
  • Earned an industry award for Frost Bank, the American Banking Association Marketing Network 2002 Advertising Awards’ Best of the Best, Print Ad Sales.
  • Made possible the professional, archival restoration and conservation of historic maps for the benefit of future Texans as well as for surveyors who still use them today.



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