Legacy in Alabama 'Does Good' in Big Giveaway Promo
A Birmingham, Ala. credit union, the $320 million Legacy Community FCU, has taken the Good Samaritan label to heart this month and over a six-week period did a full-blown give-away of products and services including 2,700 gallons of discounted gas.
The "Do Something Good Today" campaign included a teaser under cover operation in which the public witnessed good deeds but did not know the source, all of which were revealed at a press briefing last week hosted by Legacy's President/CEO Joseph McGee.
Since the promo began, Legacy staffers have been "paying it forward," said the CU by providing free meals, haircuts and other services plus free gas at $1.99 a gallon at a Shell station in suburban Hoover.
"We hope that we've planted a seed in the community and that people will embrace the idea and the concept of doing something good and that not only will Legacy be out doing good, but everybody else can have that mindset and go out and do something good as well," McGee told reporters.
The idea for www.DoSomethingGoodToday.com which includes creation of a separate "Legacy for Good Foundation" was adapted and refined from a similar branch promotion done a year ago by AltaOne FCU of Ridgecrest, Calif., and carried by FinancialBrand, an online firm, said Michele R. Willis, Legacy vice president-marketing/business development.
The only difference, she said is that her CU greatly broadened the pitch.
The promotion, which is also part of an effort to spruce up the Legacy logo, "has tied in nicely to our sponsorship next week of a pre-Indy 500 car race here," said McGee noting also the "DoGood" promo has earned the CU widespread media coverage including a spot on the CBS affiliate.