Comments on: Rescued Dog Stars in FAB&T Kids Marketing Program

By: ThinkBigB

ThinkBigB — Mon, 27 Apr 2009 13:15:29 +0000

Terrell – if you need help on developing one for your CU, just let me know. There are sooo many great angles you can go. We’ve learned alot over the years of what types of prizes kid’s go for and how to structure the rewards to get them active. We now have about 6000 kids in our club (it was around 2000 when we relaunched in 06).

Denise is absolutely right on her assessment. You need to know what you stand for and who your target audience is. The process of rebranding is a great way to do that.

By: ThinkBigB

ThinkBigB — Mon, 27 Apr 2009 13:08:43 +0000

The even better part of this as a smart branding strategy is that not only do partnerships become self evident, but so do the types of events and marketing that you do.

We revamped the kids club for Florida Commerce Credit Union back in 2006 as part of a complete brand overhaul. Our mascot is Sammy the Squirrel and the kids receive “acoins” as part of their reward system.

After revamping, we were able to even bump another sponsor on a “Kid’s Park” at one of our Annual Festivals…Springtime Tallahassee (draws nearly 200,000). When we told their organizers that we had a complete kids club with a mascot and would take photos with the kids and email it to them…they loved it. We’ve kept that sponsorship for 4 years now and it still bears great fruit (we’ve signed up more accounts in 4 hours then one of our branches does in a month)!

By: Cheryl

Cheryl — Thu, 16 Apr 2009 19:52:36 +0000

The ‘Happy Meal’ concept is great. This is the perfect example of how to partner effectively. Ask for the world. “Cash” is brilliant and so are his (FAB&T) crew members!

By: terrell

terrell — Thu, 16 Apr 2009 16:55:52 +0000

Very cool. We are in desperate need of a kid’s club revamp. It’s something I’ve been “working on” for a few years (always gets put on the back burner), but this story has inspired me to finally get it done.

I love Cash.

By: Denise Wymore

Denise Wymore — Thu, 16 Apr 2009 14:03:51 +0000

I love this story – forming alliances is such a smart branding strategy.

But you can’t do it if you don’t know what business you are in, and you haven’t determined a target audience.

Forming alliances = partnering with someone who has the SAME target audience but is NOT a competitor.

Starbucks and Barnes & Noble (avid readers)
Kinkos and FedEx (small business owners)
Grocery Stores and Banking (combining errands)
and now I can add FAB&T to that list!

Great post!