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Promote Bank Services with Promotional Products

Promote Bank Services with Promotional Products

Company Name: Security Peoples Trust Co.
Award Level:
Industry Category: Financial Institutions
Industry Name: Financial Institutions
Promotional Objective:
  • Opening New Accounts 
  • Award Year:
    Promotion Amount:
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    Objective: To promote a bank’s trust program.
    Strategy Execution: In a saturation campaign to convey the meaning and purpose of trusts to adults with small estates (a minimum of $50,000), the slogan “Trust is an expression of love” was selected. Bank employees wore necklaces and large buttons imprinted with the “trust” slogan and aroused the curiosity of patrons. Smaller imprinted buttons were distributed to walk-in traffic at the branches. Key chain tape measures in heart-shaped cases were presented to those interviewing with the trust officers. Radio, TV, outdoor and transit advertising supported the campaign. Posters and pamphlets outlining the benefits of established trust funds and will were given out upon request.
    Results: The promotion drew in 400 interviews to the trust department and generated more than $6 million in new accounts. In addition, the buttons achieved substantial popularity; one class of graduating nurses requested that they be distributed at their commencement exercises.