Worthington National Bank Grand Opening
impressive results through digital marketing & pr
Event Planning & Public Relations
The Challenge
Worthington National Bank approached J.O. in early 2017 to strategize and lead all marketing efforts to promote the grand opening of its fifth location in the gorgeous Clearfork development. The challenging aspect was our planning timeframe — J.O. had less than a year before the groundbreaking to concept a plan, research the target market and promote the new bank location to local businesses and consumers. With only three dedicated bankers at the Clearfork branch and an accelerated timeline, WNB needed our expertise to help cast a wider marketing net.
The Solution
J.O. used a mix of local and national public relations efforts, digital marketing and a series of targeted direct mail pieces, all leading up to the grand opening event and a series of memorable parties. We planned three open house events customized for desired customers: commercial, consumer and key stakeholders. The direct mail portion featured vintage polaroid photos, and the messaging welcomed people to become a part of the local bank family. We distributed two press releases — one to drum up awareness and the other to announce the bank’s official grand opening. Our digital marketing and in-tandem email marketing efforts directed to a customized, lead-gathering landing page
The Result
PR efforts garnered eight pieces of coverage, both locally and nationally, and email and digital marketing efforts achieved impressive exposure for WNB. In the first six weeks after the grand opening, the new location opened 57 new accounts and created 38 new customer relationships. From March to December 2017, 549 new accounts were opened, and to date, the bank has exceeded their loan goal by $7M. From photo shoots of the groundbreaking to the ribbon cutting of a giant red bow draped down the building, as well as post-promotions over the following five months, the bank saw an increase in awareness and accounts far exceeding their expectations.
Award of Achievement – Special Even/Observance program, Public Relations Society of America, Greater Fort Worth
