Reading Co-operative Bank (RCB), with three branch offices, was opening a fourth in Wilmington, MA. The new branch location was built to accommodate residents in the southern region of the Wilmington community, as well as to provide added convenience to current RCB Wilmington customers.
Our challenge was to spike awareness in the Wilmington area and announce the new branch office opening. A secondary goal was to build overall awareness of RCB as a successful, growing bank.
The strategy was to drive traffic to the new branch by holding a raffle. The prize was a new Apple iBook computer and an iPod. We employed a mix of print advertising, radio, outdoor and television sponsorships to maximize reach and frequency of messaging.
The creative solution incorporates the RCB tagline, “We’re all yours.” We also employed the overall tone of the branding campaign” as seen throughout the headlines and ad copy-because it was important to maintain consistency. However, these messages did need to be more direct response oriented, therefore, while friendly, they do invite direct action. The outdoor advertising would run after the raffle took place, therefore, it is a simpler announcement that the office is open. However, print, radio and a television sponsorship package negotiated for RCB as a value-added program, all focused on the iBook/iPod raffle.
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