We noted recently that Bank of America was planning an aggressive media campaign to burnish its image.

The campaign comprises TV, print and online ads, which will run through the end of the year in 27 markets, including Charlotte, Boston, Chicago, New York and Los Angeles as well as some smaller markets. The goal is to describe all the good things the bank does in terms of supporting small businesses, nonprofits and underwater homeowners.

According to Bloomberg, Bank of America is also taking its image efforts to state and municipal leaders. CEO Brian Moynihan told employees in a global town hall meeting that the "place to win the battle" over the bank's battered public image is at the state and municipal level.

"The firm's 135 market presidents have made about 1,500 phone calls and visits to local officials and community leaders across the country in two weeks, Anne Finucane, global head of strategy and marketing, said at the meeting. The effort begins with a letter explaining how much the bank lends to area businesses and the employees it has in the region, she said."

This is a good strategy. We do wonder what took Bank of America so long. The bank perhaps should have been a bit more proactive about its reputation crisis. It's unclear if this will help all that much in the face of all the negative earned media. But Bank of America has to do something.

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