Bank Anniversary Campaign - Pannos Marketing

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130th Anniversary

In celebration of its 130th anniversary, StonehamBank was looking to leverage the occasion to build brand awareness, while also giving back to the community and customers. This initiative was comprised of three parts: 1) a series of donations to charitable organizations within the community branded under the name “130 Days of Giving”, 2) a trivia contest with a monthly $130 cash prize, and 3) a $130 bonus account opening special branded under the name “130 Reasons to Celebrate”. The agency built two separate landing pages for the donation and account opening components of this campaign. Social media advertising, Google display and Google text advertising were used to drive traffic to the landing pages. Trivia was promoted via Facebook and Twitter both organically and using ads. Culminating the 130th celebration event, a special video was produced thanking the local organizations for all they do for the communities they serve.

Services used on this project

Media
Social Media
Design
Communications

Let the numbers tell the story

3M impressions

7,000 clicks

218.5% ROI

Project Goals

Increase brand awareness and highlight StonehamBank’s charitable efforts promote their impact and longevity within the community and, where possible, attract new business to the bank.

Process

Digital advertising was utilized as a cost-effective and efficient way to reach marketing objectives. With the customized targeting capabilities of digital ads, the agency was able to build awareness, drive traffic and generate account opening leads. The agency also integrated traditional elements, such as print, direct mail, in-branch merchandising and outdoor signage to ensure that as many of the bank’s constituents as possible became aware of this initiative.

Thank You Video

A special thank you from StonehamBank to the community for their support and participation during the event.

THE RESULTS

The campaign generated over 3 million impressions. Roughly 7,000 clicks were made throughout this campaign, and the Pageview CTR of 4% ranked above our target range for an integrated campaign (1-3%). 72% of landing page traffic and 32% call-to-action activity came from a mobile device, which proves the importance of optimizing campaigns to be mobile-friendly. The 130th Checking Offer landing page was the 5th most viewed page on StonehamBank’s website during this campaign. Results for all phases of this promotion exceeded expectations.

The bank received incredibly positive feedback from customers and community leaders for their commitment to community giving. The trivia contest generated very high social media interaction and involvement. Finally, the bank was able to generate positive feelings throughout their market area while gaining new core business, as well! The $130 checking offer resulted in the opening of 497 new checking accounts during the 130-day promotion. The previous year, the bank opened 313 new checking accounts during that same time period.

Based upon data provided by the bank, it was estimated that the bank generated $125,408 in additional revenue. This number was derived by applying the bank’s historical checking account revenue and retention estimates to the 184 additional checking accounts opened (497) over the previous year’s benchmark (313). A total marketing investment of $39,370 funded this initiative including all agency and media costs. The bank’s net revenue from this campaign equated to $86,038, resulting in a 218.5% return on their marketing investment.

In summary, the 130th anniversary event not only created a tremendous amount of goodwill, community involvement and brand recognition, it also generated a 58.8% increase in core checking accounts from the previous year.

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