Princeton Partners developed PNC’s Retail Banking UBI – “Community Leadership,” which we used as a foundation for a grassroots marketing approach.
We started by assembling a ‘Roots of the Community Guide’ for each new branch location – a detailed reference guide that branch staff used to learn about their local leaders, upcoming concerts, festivals and events, regional businesses, civic groups and non-profit organizations, and local media outlets. We used the guide as a basis for developing customized marketing, media and special events plans.
For every branch, we created a pre-opening plan, a Grand Opening Celebration, and a sustaining promotion program. Pre-opening activities included local media programs and street teams distributing promotional flyers and promoting special product offers. The Grand Opening Celebrations invited community groups to participate and provided space and forums for fun interaction with families.
Following the Grand Opening, a mix
of promotional events, corporate sponsorships and sweepstakes packages helped establish and sustain interest in the branch over time. These tactics were promoted through in-branch materials, media, and direct marketing, ensuring that PNC’s presence was noticed throughout the local community.