Custom Campaign Logo and T-Shirt Design
In the campaign lead up, ZAG designed a custom campaign logo that evoked a warm and friendly tone and brought together the two campaign concepts of homeownership and community. This logo was first used to create a t-shirt design that employees would wear while out of the office, on-site in their communities. In addition, the logo was also printed on buckets and supplies used during the volunteering work. These elements provided a sense of pride among the employees and added a cohesive element in the pictures taken and used for social media.
Creative and Interactive Website Development
Throughout the planning process, ZAG always had a priority to showcase how Premier Bank not only embodies their community spirit but infuses that into their product offering as well. In order to accomplish this, a branded landing page was created, featuring a custom developed Kentico widget to document the progress towards the 500-hour goal. The landing page also provided links to the over 25 partner non-profits and had a live social media feed tracking the hashtag #BuildingBetterCommunities. In addition, the landing page also included and linked out to educational information relating to homeownership and mortgages. The page was also the hub for the social media posts, allowing for a single destination to collect analytics on the website visits and campaign success.
Featuring Financial Literacy Content
Along with the digital portion, a printed handout was designed by ZAG. This tangible asset included helpful tips that were also featured in their website’s financial literacy content and positioned Premier Bank’s mortgage offerings. The handouts were made available at all the branches and served as wonderful conversation starters to supplement the online conversations.
A Highly Engaging Bank Social Media Campaign
One of the challenges within the financial services industry is to create an engaging social media campaign. ZAG’s social media plan featured an integrated mix of content that demonstrated the bank’s commitment to the community and a series of helpful tips on buying a home. Two audiences were targeted, including people most likely to be in the market to buy a home, and fans and friends of the bank. The social media posts, a mixture of image and video based, were shared on a multitude of platforms, but notability marked by Facebook as having a high relevance score. This meant that it was highly engaging and ended up costing less to reach more people compared ads running on Facebook.