BPR International Public Relations and Marketing Case Study for Banking Industry

04

Banking Industry

Case Study

The Situation

  • The Union Bank Co. holds an annual community engagement event with Santa 
     

  • In 2020, they wanted to hold it during COVID-19 while also growing awareness, which was a challenge
     

  • In the past, there had been a limited turnout, usually only employees and their families 
     

  • No earned media or community leaders ever attended or covered the event

Problems

  • Desire to grow attendance at the event

  • Increase community engagement

  • Hosting an event adhering to social distancing guidelines

  • Lack of awareness

BPR International Public Relations and Marketing Case Study for Banking Industry Event Planning and Community Engagement - Christmas Holiday Santa Event

Solutions

  • Host the event outdoors to adhere to social distancing guidelines
     

  • Invite the community in a more strategic way
     

  • Get the attention of community leaders by personally inviting them
     

  • Get the attention of the media through a targeted reach-out
     

  • Use creative, holiday-themed activities for community members as a draw (i.e. reindeer petting, candy-cane-scented hand sanitizer, individual gift bags)

BPR International Public Relations and Marketing Case Study for Banking Industry Event Planning and Community Engagement - Christmas Holiday Santa Event Social Media Marketing

Results

  • Over 100 people attended the event
     

  • The bank employees were more engaged
     

  • More engagement on social media with outside attendees and the bank
     

  • Five earned media placements
     

  • Two community leaders attended (school superintendent and the mayor’s office)
     

  • Client was very happy and rebooked the event for the next year

BPR International Public Relations and Marketing Case Study for Banking Industry Event Planning and Community Engagement - Christmas Holiday Santa Event Social Media Marketing
BPR International Public Relations and Marketing Case Study for Banking Industry Event Planning and Community Engagement - Christmas Holiday Santa Event News Coverage