ADAMS, Mass. — If everyone at the South Adams Savings Bank is wearing a promotional T-shirt, it must be the first Monday of the month, when the bank quite visibly takes care of business.

The bank's found a way to help its commercial clients by offering free advertising. The concept's simple: Provide a space for business clients to showcase business cards, brochures and fliers. Then pick one to be featured for a whole month on the South Adams Web site.

The dividend: You can't buy that kind of advertising.

"Oasis Liquors was the first one we featured," said bank President Charles O'Brien. "They were being complimented just about on a daily basis."

Businesses were a bit shy about jumping on board, said O'Brien and Amy Giroux, senior vice president of retail banking, but soon saw the benefits. The promotion's only been going a couple months but the number of businesses participating has doubled with 35 featured during April. "Good buzz goes around," said Giroux.

The idea was hatched by a member of the Taking Care of Business committee, a group of bank employees who discuss ways to aid customers. In addition to space in the bank for advertising, the workers don promotional garb as well.

The promotion not only helps get out the word about businesses doing business with the bank, it also helps other bank patrons connect with its retail customers. The bank also has branches in Williamstown, Cheshire and Lee.

"We're really happy to provide this benefit to our customers," said Giroux. "It's such a spot-on idea and it doesn't cost anything."

This month's featured business on the Web site — and on the bank's Facebook page — is Bedini & St. Pierre Building and Maintenance Contractors. Look for a new business May 3.

If you're interested in becoming a featured business, contact tcb@sasavings.com.