This past October, Sean Tracey Associates re-branded and renamed Citizens-Union Savings Bank and Bank of Fall River to as BayCoast Bank. Since then, STA has been working on an innovative marketing plan intended to raise awareness and create a buzz for the new bank. With the bank’s respected history of community involvement and philanthropy in mind, STA devised a campaign that would educate and enlighten the public of their contributions, while also finding a new way to give back to local charities—under the “direction” of the community itself! The idea—crowd sourcing. We placed a podium all over the South Coast to learn what people think is Just Right. The campaign has produced some truly inspiring and emotional responses! For example, one of the most popular print ads running now reads, “Just Right is…giving the troops our support.” We even helped BayCoast trademark their new Just Right™ slogan, conceived by STA’s Creative Director, Sean Tracey. This creative platform was presented to BayCoast during the early stage of our relationship, and was integral in STA winning the new bank’s account as agency-of-record over a number of other agencies from all over New England.
Combined with the production of multiple TV spots, print ads, billboards, guerrilla marketing, PR, and a radio campaign (complete with an original music theme), STA has now launched the Just Right campaign on BayCoast’s Facebook page. Since the takeoff, BayCoast’s page has been booming with activity. Through the Just Right campaign, BayCoast Bank has been able to connect and engage with consumers in a fun, exciting, and meaningful way. BayCoast’s Facebook page has generated a steady increase in “Likes.” What is the driving force behind the increased involvement and participation? The bank is offering one lucky winner the Grand Prize of $5,000 for them, and $5,000 to be divided equally amongst 5 of their favorite local charities. Ok, so you must be wondering, what’s the catch? There is none! All you have to do is post on BayCoast’s Facebook wall what you think is Just Right, and enter to win. Keep your eye out on this blog for the article about our Philanthropist for a Day.
Engaging the public in a charitable contest results in an immense amount of social media growth and activity. Asking questions, valuing the public’s interests and ideas, and giving back to charities, generates more than promotion for your company. It boosts public morale, awareness of and affinity for your brand, and provides us all the opportunity to stop what we are doing and share the moments in life that we think are truly, Just Right.
For more information on BayCoast Bank’s Just Right Campaign, please visit their Facebook Page and Website: