Richter7 Develops Successful Codegreen Campaign for Zions Bank’s College Market
Last July, Zions Bank approached its agency of record, Salt Lake City’s Richter7, to promote Codegreen, a free checking account catered to students.
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To help its long-time client publicize Codegreen, Richter7 first established a complete picture of the customer segment – recent high school graduates. Understanding the demographic enabled the agency to develop an emotionally appealing campaign. Research revealed this customer segment was drawn to familiarity, authenticity and a sense of belonging. Such findings led Richter7 to develop a campaign emphasizing that Codegreen was created for and available only to students. The campaign used school spirit and the word "Free" as attention grabbers, and offered merchandise bearing the names and colors of the students' own colleges and universities.
Richter7 chose to connect the Codegreen campaign to academia because the launch was set for the beginning of the school year, when many students open new checking accounts. Also, the proximity of many Zions Bank branches to colleges and universities throughout Utah and Idaho helped build momentum. Students loved the free merchandise – blankets and carry bags featuring the logo of their colleges – and bank employees enjoyed decorating their branches with foam fingers and pendants and wearing college t-shirts. The only reported problem was running out of merchandise because of the campaign's popularity. This, according to bank employees, was considered a "good" problem.
Richter7 further reached the customer segment through in-branch signage. Free of banking jargon or marketing terms, Codegreen signs were clear and appealing to the customer segment. One sign, actually a cardboard "stand-up," featured the life-size image of a young woman wearing a Codegreen t-shirt. In the crook of her arm, the stand-up accommodated the blanket and carry bag students received for opening a Codegreen account.
The campaign was featured in a radio spot and at three radio remotes on college campuses. Though the bank historically opted for traditional, even "safe" marketing collateral, Richter7's bold, interactive campaign reached the customer segment in an easy-to-understand, but not patronizing, way. While the merchandise was new and different for the bank, account holders were privy to the bank’s extensive online and email support. By taking a chance on an unusual campaign, Zions Bank earned more credibility with this hard-to-reach segment, and at last count, Codegreen accounts were at an all-time high.
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November 6th was our 6th anniversary. Thank you to all of our banking clients who have trusted us with their electronic merchandising management. As we start our lucky 7th year, we recently welcomed Pennstar Bank, Country Bank, Machias Savings Bank, Wainright Bank, and many other clients! We appreciate their new business and look forward to serving them with custom plasma screen and kiosk campaigns.
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While visiting family in Puerto Rico, a staff member from The Kiosk & Display Company fostered and paid for the medical expenses of this pup who was covered in mange and desperate for a meal. He has since been adopted by a local family with children.
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