Grand Opening Campaign

Overview

Bluestone Bank wanted to muster up excitement for the “grand opening” of their new bank brand from the recent merger of two like-minded banks, Bridgewater Savings Bank and Mansfield Bank. The bank decided they wanted to run a sweepstakes and give away 12 prizes – one for each Bluestone branch. Each prize would be a $2,000 12-month CD at 2.00% APY.

Services used on this project

  • Analytics
  • Social Media
  • Design
  • Web

Project Goals

The Ask: With the recent merger of Bridgewater Savings Bank and Mansfield Bank becoming Bluestone Bank early in Q4, an exciting way to get the word out was the next step. Due to the Pandemic, the bank needed to come up with a way to launch the grand opening of their new bank name/brand remotely that would still help promote the new brand and raise awareness for the new name of the two banks that came together as one better financial institution.

The Answer: Develop a campaign that would bolster brand awareness and reaffirm Bluestone Bank’s brand promise, and new tagline: Let’s get there, together.

Process

In collaboration with the bank marketing team, Pannos decided on a name for the sweepstakes reflective of the fresh brand messaging that had been recently developed, and the giveaway campaign goals. With the Bluestone name came a new bank tagline, “Let’s get there, together.” The tag would become the creative link to the name of the sweeps – The Better2Gether Sweepstakes.

The campaign included two sets of messaging, one for customers and another for prospective customers. The campaign was comprised of both print and digital pieces. We built a landing page where all social and digital ads and email blasts would drive users to enter their submission to the sweepstakes. Additionally, two separate print mail pieces were developed for both customers and prospective customers.
All campaigns drove conversions, which ultimately led to a total of 6,138 entries received for the 12 CDs.

Results

The campaign ran for one month across Google Search, Google Display, YouTube, Facebook and Spotify. There were nearly 700,000 impressions, almost 4,500 clicks, an overall CTR of 0.32% and a landing page activity rate of over 18%. All campaigns drove conversions, which ultimately led to a total of 6,138 entries received for the 12 CDs.
Let the numbers tell the story
700,000 impressions
4,500 clicks
6,138 entries
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