Getting out the GiveBack message
GiveBack is what we call a “brand point”.
It is proof that Workers’ lives by their mission to always do what’s right for their members. Where other banks always seem to “take” through fees and penalties, Workers’ is always finding ways to “Give Back” through its products, services, convenience, and – most importantly – by sharing profits with its members.
Bringing the good word to new markets
We branded the program and put together a strategic plan that delivered this compelling messaging to a wide variety of prospects in Workers’ geographic footprint and expanding markets. In the first year, we launched the GiveBack Program with a PR stunt involving an “Angry Wall Street Banker.” Then, once the program was underway, we used the GiveBack as a proof point supporting Workers’ “Doing What’s Right” brand: creating TV spots, digital ads, branch graphics, and a landing page with a working GiveBack Calculator – all highlighting Workers’ great products and, of course, the GiveBack Program.
Members love their GiveBacks
Giveback continues to be a huge success and a big membership draw. A substantial increase in new checking accounts occurred after each marketing push; more than 100 members participated in a GiveBack selfie contest in the first 3 days the GiveBack checks were mailed; and dozens of members volunteered when we put out a query to film their testimonials.
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