When Citizens & Northern Bank was getting ready to launch their newly designed, responsive website, they asked ZAG Interactive to help them develop a marketing strategy for their website launch. ZAG’s marketing team created an integrated marketing plan to create awareness and interest about the website’s new features and benefits while simultaneously supporting the brand’s positioning and values of community support.
Strategy for website relaunch campaign
ZAG leveraged the “launching a lifetime of opportunities” theme for the website launch campaign, which creatively promoted the new website while reinforcing Citizens & Northern Bank’s core ideals of trust, integrity and heritage. The main component of the marketing strategy for the website launch was a sweepstakes that encouraged site visitors to explore the new website. If the Bank received 200,000 pageviews with one month after their website launched, then one random entry would win a $500 cash prize and the Bank would contribute a matching donation to a charity they supported.
Integrating traditional & digital marketing services
Prior to the new website launch, a landing page and homepage banner on the existing site enticed site visitors to learn more about the upcoming site enhancements and teased the upcoming sweepstakes. To further prepare the Bank’s customers and employees for the transition, ZAG provided social media design support, designed in-branch signage, and wrote a newsletter and email copy.
Once the new website launched, ZAG drove traffic from social media and a homepage banner to the campaign landing page that encouraged users to enter for a chance to win, as well as to explore the new website. After visitors submitted an entry, the campaign thank you page leveraged viral marketing to encourage entrants to share the campaign with their social network and help unlock the prize. Additionally, social media advertising was leveraged to encourage targeted participation, and further internal communication methods were used.
Website launch campaign results
The campaign proved to be a tremendous success on all fronts. The goal to gain 200,000 pageviews was reached, which unlocked the cash prizes for participants. Additionally, Citizens & Northern Bank collected over 1,000 entries and saw a significant spike in social media engagement.