Small Business Nomination Campaign

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Doing More for the Community

In response to the COVID-19 crisis, StonehamBank wanted to reach out to community members to nominate one local small business to receive a $2,500 grant. Seeing the many benefits of this sort of effort, Pannos recommended using all the bank’s established social media platforms — Facebook, Instagram, Twitter, Google Display and Google Search. Due to the rapidly evolving nature of the pandemic and the need to distribute the grant in a timely manner, the bank only wanted to run this campaign for one month.

Services used on this project

Social Media
Digital
Design
Communications

Let the numbers tell the story

600,000 impressions

260 nominations

$7,500 in grants

Project Goals

The Ask: Increase brand awareness, highlight the bank’s charitable efforts during COVID-19, and engage community through a call for nominations to support small businesses.

The Answer: Use all available social media platforms where StonehamBank already had a presence to get the word out quickly and effectively.

Process

Pannos created a landing page and digital ads to run on Facebook, Instagram, Twitter, Google Display and Google Search. We used digital advertising as a cost-effective and efficient way to reach marketing objectives. We relied on the customized targeting capabilities of digital ads to build awareness, drive traffic and generate engagement on the landing page. We also integrated an eblast and homepage slider to boost reach to current customers.

THE RESULTS

The campaign generated nearly 600,000 impressions from ads alone, with roughly 2,300 clicks. The landing page activity rate of 9.2% ranked way above our target range for an integrated campaign (1-3%). The email to existing customers achieved a 25% open rate, far exceeding the industry benchmark of 10%. Most importantly, the bank received 260 nominations from their branch towns and surrounding communities.

Note: At least 30% of the nominations came directly from ad traffic and more than half came from Google, Instagram and Facebook, illustrating the importance of using multiple platforms. Due to the incredible volume of nominations made throughout the campaign, the bank decided that there would be not one but 3 businesses that would receive a $2,500 grant. The bank awarded $7,500 in grants and was thrilled with the results.

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