People's BankCreating Publicity that Builds Goodwill
How Gavin helped a 150-year-old bank elevate its market presence by creating a story.
Proud of our past, focused on your future.
With more than 25 financial institutions located throughout Pennsylvania and Maryland, PeoplesBank offers a full range of consumer, business, wealth management and mortgage services. To build positive buzz around its 150th anniversary, the organization looked to Gavin™ to build a publicity plan that leveraged the organization’s history of community involvement and philanthropy.
With the positioning slogan being “Proud of our past, focused on your future”, Gavin created the Pay $150 Forward social media and public relations campaign, which celebrated the bank’s history while looking forward to the next 150 years as a platform to secure 12 months of positive coverage.
There was also an opportunity for followers of the PeoplesBank social profiles to nominate a recipient of their choice via a custom-designed Facebook app. Ten online Difference Makers were chosen from the list of entries.
Upon launching the campaign for two months, our team then utilized the elevated levels of interest in PeoplesBank as a catalyst to secure ongoing coverage for the rest of the year.