Capital Bank was expanding its business reach in the Fayetteville, NC area and searching for a way to increase public awareness.
Capital Bank was expanding its business reach in the Fayetteville, NC area and searching for a way to increase public awareness. Let’s face it; the groundbreaking ceremony for a new bank branch is not a major media event. Capital Bank needed media exposure that informed the Fayetteville community about a new “green” branch location going up in their backyard. We collaborated to engineer a donation campaign that generated far-reaching benefits for both the community and Capital Bank.
Kelly MarCom teamed up with the Salvation Army of Fayetteville and strategically kicked off the Donate Your Denim campaign at the Fayetteville Dogwood Festival. Collection bins were placed at each Fayetteville branch location and every pair of jeans donated was matched by a $5 pledge from Capital Bank. The campaign was supported by an array of Kelly MarCom custom-designed promotional materials including print ads, t-shirt graphics, window clings, posters, collection bin wraps, and a website banner. The campaign idea combined with unique promotional items would engage the community and benefit Capital bank through public awareness relationship building.
The campaign was a hit among the community and garnered full support from Capital Bank senior management. Nearly 600 pairs of jeans were donated and Capital Bank was so pleased with the number of donations that they effectively doubled their pledge by giving $5,000 to the Salvation Army of Fayetteville. When asked about the campaign Grant Yarber, Capital Bank CEO, said, “Donate Your Denim is great example of the positive effects that can be achieved when businesses and people work together. We are pleased to have had the opportunity to work with the Salvation Army on this worthy cause.”