04
Banking Industry
Case Study
The Situation
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The Union Bank Co. holds an annual community engagement event with Santa
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In 2020, they wanted to hold it during COVID-19 while also growing awareness, which was a challenge
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In the past, there had been a limited turnout, usually only employees and their families
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No earned media or community leaders ever attended or covered the event
Problems
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Desire to grow attendance at the event
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Increase community engagement
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Hosting an event adhering to social distancing guidelines
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Lack of awareness
Solutions
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Host the event outdoors to adhere to social distancing guidelines
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Invite the community in a more strategic way
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Get the attention of community leaders by personally inviting them
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Get the attention of the media through a targeted reach-out
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Use creative, holiday-themed activities for community members as a draw (i.e. reindeer petting, candy-cane-scented hand sanitizer, individual gift bags)
Results
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Over 100 people attended the event
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The bank employees were more engaged
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More engagement on social media with outside attendees and the bank
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Five earned media placements
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Two community leaders attended (school superintendent and the mayor’s office)
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Client was very happy and rebooked the event for the next year
