PRIME Winner: Bankers Trust Centennial Integrated Communications Campaign

Can you think of a bank that has kept the same name and has been locally owned for 100 years?

One that might come to mind—Bankers Trust. Bankers Trust has been locally owned with the same name since it was established on June 1, 1917. Last year the bank launched a multimedia marketing and advertising campaign, Celebrating “100 Years of Trust,” to showcase its 100 years of service to its employees, customers and communities. Deeply rooted in the community, Bankers Trust has become the premier provider of a broad range of banking and investment services for businesses and families in the communities it serves. And, with a PRIME-award-winning campaign, the bank has become a leader in communication excellence. Here are the campaign highlights:

Purpose:

The purpose of creating the Bankers Trust Centennial campaign, Celebrating “100 Years of Trust,” was to share with employees, customers, board members, nonprofits, media, potential customers and the general public the highlights of the company’s longevity and the trust the employees, customers and communities place in the bank.

The goal:

With this initiative, the Bankers Trust team had a few goals in mind to begin shaping its strategy.

  1. Instill pride and engage employees with the Centennial efforts.
  2. Support the bank’s overall growth and earning goals while strengthening brand awareness.
  3. Increase customer loyalty by reinforcing the bank’s commitment to keeping their trust.
  4. Strengthen the communities where the bank does business.

Tactics:

  • Give $100 Visa gift cards to employees to keep and $100 to give to a nonprofit of their choice. Employees were also to share a “Story of Giving” about why they chose the nonprofit.
  • Give employees a copy of the bank’s 100th anniversary publication (which featured dozens of Bankers Trust employees).
  • Multimedia advertising and marketing making the public aware of the milestone through billboards, print, radio and digital ads featuring three primary taglines.
  • Develop a new website dedicated to the Centennial which featured an overview video, a digital copy of the Centennial publication, events calendar, virtual museum of bank memorabilia, information about community support, employee and customer “Stories of Trust,” and more.
  • Planned 12 community events within Central Iowa—downtown block party, community event with free food, games and prizes to name a couple.
  • Increase customer traffic through events.

 

The results:

  • All campaign goals were met or exceeded.
  • Employee engagement—nearly 95 percent of team members directed a $100 gift to a nonprofit of their choice.
  • Employees volunteered more than 18,000 hours—surpassing their 17,000-hour goal.
  • Exceeded their goal of 1,000 attendees at the downtown block party.
  • Nearly 70 nonprofits received a $100 gift from Bankers Trust.
  • The Bank had double-digit increases in earnings and net income as well as strong asset growth in 2017.

Interested in checking out the Bankers Trust Centennial publication from last year? Check it out here.Central Iowa PRSA hosts an annual awards ceremony each October to honor the best communication work in our state. This year, the team has expanded the program, adding many new award categories. Information will be coming soon, but start planning your 2018 PRIME award entries today!

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