Class:
Consumer Promotion

Objective:
To introduce new branch location, secure new accounts, retain 90% of customer base and increase deposits.

Strategy and Execution:
"A Branch About to Blossom" and "Taking Root at Trappe Center" were the themes created for a three-week grand opening celebration of a new branch, and specialties, premiums 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 in 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 Flowers of Monet book, a Sierra Club journal and a pen. During the opening period, flower decorations filled the lobby and balloons in red/white/blue with yellow ribbons in support of the Persian Gulf troops 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 reportedly 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%.