WORTHINGTON NATIONAL BANK
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 $7 million. From photoshoots 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.
Blitzing the Competition
Our creative team decided to call an audible for this seasonal campaign. We transformed our powerhouse bankers into football players — from pinstripes to full football gear and Armani ties. To boot, dramatic lighting in TCU’s Amon G. Carter Stadium emulated the fierce style of football advertising we’re all too familiar with.
We went the whole nine yards (so to speak). This fully integrated campaign included billboards in TCU territory, posters, emails and print ads in football programs. Our copywriters punted the usual banking lingo and translated the jargon into football terms to better engage an audience raised on Friday night lights. The Worthington leadership team was even memorialized as the starting lineup through “stats” on player trading cards.
Results in a Snapback
The campaign was so successful, Worthington ran the billboards a second year — and they had their competition fumbling for much longer.
So, the next time Worthington asks us to build a campaign pushing the creative envelope, they ought to be wary of what plays they might be asked to tackle next — and what outfits might follow…
2007 Silver Addy
2010 Silver Addy for Non-Traditional Advertising
2011 Bronze Addy for Direct Marketing, B-to-B or Consumer, Flat
2011 Bronze Addy for Consumer/Trade Campaign, Color
2016 Addy Special Judges’ Award for Outdoor
2018 PRSA Award of Achievement for Special Event/ Observance Program
