Index -> Case Study -> Free Rulers Earn Extra Dividends

Client

Marblehead Savings Bank.

Promotional Challenge

Marketing to children is a delicate issue. When a northeastern regional bank, wanted to create an incentive that would encourage area school children to open savings accounts, the buyer approached AnyPromo.com looking for products to create a "soft sell" promotional item that would pack kid appeal and win parent approval.

Solution

AnyPromo.com produced a foot-long solution that clearly measured up: a 2-inch by 12 1/4-inch white plastic Presidential Ruler that acted as a study tool and subtly promoted the bank.

On the "ruler" side was a list of the 50 states, their capitals and the bank's "bird in flight" logo. (To accommodate the bank's wishes not to seem too self-serving or promotional, its name was purposely left off.) The ruler's flipside featured small black and white photos of the American presidents and their terms in office.

A Penny Saved, A Customer Earned

Any elementary student who opened a savings account received a free ruler. And these promotional items paid extra dividends by serving as a handy reference tool for civics and math students alike.

The result: A group of new young depositors, who could probably rattle off the names of the living U.S. presidents, or tell you the state capital of Montana.