StonehamBank

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Project Requirements 
Increase brand awareness and highlight StonehamBank’s charitable efforts while promoting their impact and longevity within the community.

Overview
In celebration of its 130th anniversary, StonehamBank was looking to leverage the occasion to build brand awareness of the institution, while giving back to the community and customers. This initiative was comprised of 3 parts: 1). a series of donations to charitable organizations within the community branded under the name “130 Days of Giving”, 2). a $130 bonus account opening special branded under the name “130 Reasons to Celebrate”, and 3). a trivia contest with a monthly $130 cash prize. The agency built two separate landing pages for the donation and account opening components of this campaign. Social media advertising, Google display and Google text advertising were used to drive traffic to the landing pages. Trivia was promoted via Facebook and Twitter both organically and using ads. Culminating the 130th celebration event, a special video was produced thanking the local organizations for all they do for the communities they serve.

Strategy
Digital advertising was utilized as a cost-effective and efficient way to reach marketing objectives. With the customized targeting capabilities of digital ads, the agency was able to build awareness, drive traffic and generate account opening leads. The agency also integrated traditional elements, such as print, direct mail, in-branch merchandising and outdoor signage to ensure that as many of the bank’s constituents as possible became aware of this initiative.

Results
The campaign generated over 3 million impressions. Roughly 7,000 clicks were made throughout this campaign, and the Pageview CTR of 4% ranked above our target range for an integrated campaign (1-3%). 72% of landing page traffic and 32% call-to-action activity came from a mobile device, which proves the importance of optimizing campaigns to be mobile-friendly. The 130th Checking Offer landing page for was the 5th most viewed page on StonehamBank’s website during this campaign. 

Results for all phases of this promotion exceeded expectations. The bank received incredibly positive feedback from customers and community leaders for their commitment to community giving. The trivia contest generated very high social media interaction and involvement. Finally, the bank was able to generate positive feelings throughout their market area while gaining new core business, as well! The $130 checking offer resulted in the opening of 497 new checking accounts during the 130-day promotion. The previous year, the bank opened 313 new checking accounts during that same time period.


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