Consumer Gold Pyramid Distributor: Concepts & Associates, Inc. Type of Client: Banking/Financial Target Audience: 500 current top clients Primary Objective: The client, Synovus, aimed to reach out to key existing clients during the pandemic to thank them for their business and encourage their continued trust, making them feel appreciated and building on the ongoing relationships. Total Cost: $16,621 Strategy And Execution: Four work-from-home items were chosen to be kitted together, relaying the message that the bank is thinking of top customers through a challenging time. Many items were researched, presented and discussed between vendors and the client, who eventually settled on logoed wireless charging mousepads, ceramic tumblers, spiral notebooks and pen sets, as well as tote bags. The kit also included a card provided by the bank, saying, “Now, more than ever, we want you to know that we’re thinking of you.” A vendor for three of the products combined theirs with a product from a second vendor, and the cards were shipped separately to be included in the kit. Results: Synovus is proud to report it stayed in touch with all 500 top clients through the pandemic, a time when normal connections such as coffee or lunch meetings could not be achieved. Upon receipt, the kit provided a lasting, impactful memory of the bank and also gave a positive message to its clients. Silver Pyramid Distributor: Southwest Solutions Type of Client: Rock climbing gym Target Audience: All gym members and prospective members looking to make climbing a more consistent part of their routines. Primary Objective: In a community-building effort, Rock Solid Climbing in Tucson, Arizona, hosted an event promoting one of the pillars of its brand: their circuit style of route setting. The event had to focus on this aspect of their facility, motivate participants to partake in the event, reward all levels of ability and experience in the climbing community and provide participants something to take away from the event that would stoke future participation, membership and attendance. Total Cost: $1,500 Strategy And Execution: Searching for an award to give participants no matter their rock climbing skill, the gym settled on color-coded pins because of their affordability, collectability, simplicity and how aesthetically shareable they are for social media. Rock Solid Climbing artfully executed a word of mouth and then social media campaign to generate interest in the pin-earning events, which became community-led as climbers posted about their excitement around the pins. Results: Interest and participation in the pin-earning event was exactly what the client was looking to generate, and they intend to repeat this program annually. Winning Client Programs | FEATURE | MARCH 2022 | 15
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