Promote Branch Opening

Strategy and Execution:
A "taking root at [new location]" gardening theme was created for a three-week grand opening celebration of a new bank branch, and promotional products and prizes enhanced the move.

Present customers were targeted by direct mail with a brochure outlining branch services and the grand opening schedule. Recipients were invited to bring the enclosed grand prize drawing form which had a questionnaire on the reverse. On two Saturdays, the branch kept extended hours for visitors, who received a logo-imprinted neon visor, gardening gloves, litter bag and a dollar sign pencil. Among the daily prizes were imprinted mugs containing packets of seeds and tote bags. Premiums for deposits included a museum-quality art book of flowers, a nice journal and a gift pen. During the opening period, flower decorations filled the lobby and imprinted balloons adorned the roof. A clown balloon sculptor created flower gifts for those attending the Saturday openings. Newspaper advertising and a public relations campaign supplemented the promotion.

Results:
All goals were reached or exceeded: retention of 90% of customer base was met, deposit amounts exceeded goal by 225% and the new accounts goal was exceeded by 209%.

(c) 2008 Franklin Awards
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^{Contemporary Sculpture for
Corporate, Public and Private Collections.}