Class:
Consumer Promotion

Type:
Under $10 Per Recipient

Objective:
To open 3000 student checking accounts.

Strategy and Execution:
The "Curfew has just been lifted" teased the bank's campaign directed at 9,500 incoming freshman students during the registration and moving-in period at the local university. This theme represented students' newfound freedom while highlighting the bank's extended hours during registration. An on-campus "pajama party" was held at registration with snacks and a radio remote broadcast, and rollerbladers were hired to hand out promotional literature on campus during peak times. Meanwhile all incoming students were mailed paperwork to facilitate opening an account. New customers received a colorful theme memo board, and the first 100 new accountholders got imprinted shirts. Bank employees, as well as the rollerbladers, wore their shirts during this period. Banners and posters promoted the campaign at the branch offices.

Results:
Despite increased competition, it was reported the bank exceeded goal with total deposits over $5,000,000.