Patelco Touts ‘Bank on Trust’ to Build Profile
The $3.7 billion Patelco Credit Union is determined to make the most out of its 75th anniversary and a headquarters relocation out of San Francisco by conducting a marketing blitz aimed at enlarging its Bay Area profile.
One element of the simultaneous marketing campaigns rolled out last week hits on a "Bank on Trust " theme, while the other hinges on spontaneous cash giveaways under the "Patelco Pays Your Way" umbrella. The dual campaigns, involving TV, radio, print and online spots, have links to a newly inked sponsor partnership with the Golden State Warriors NBA basketball team.
"We were delighted to conduct our first splash of the Bank on Trust campaign Sunday night with our ad banner visible to the fans in the Golden State arena," declared Ken Burns, president/CEO of Patelco.
The campaign also includes a promo highlighting the CU’s headquarters relocation from San Francisco to Pleasanton, a growing Bay Area suburb.
The five-week Patelco Pays Your Way promotion, which began March 15, involves Patelco staffers surprising consumers by paying for their gas, groceries, coffee or lunch and also giving away $75 gift cards in line with the anniversary.
In setting up the giveaway, Patelco partnered with Lucky Supermarkets in Oakland in handing out $75 Lucky gift cards to 75 grocery shoppers. Patelco said it hopes to surprise 1,500 Bay Area residents in the campaign costing $45,000. Beside Lucky others taking part include Tully’s Coffee, Jamba Juice, ARCO stations and Panera Bread.
"We found through our research that Warriors fans are statistically more likely than the average consumer to be Patelco members, so we want to reach out to those Warriors fans who have not yet discovered us," said Burns.
Regarding the Bank on Trust campaign, Burns said use of the word "bank" in the ads is a natural way for consumers to link up with the CU.
Overall, he continued, "We want to say thank you to the communities and people who have supported us for the past 75 years since we could not have become the Bay Area’s second largest credit union and No. 5 in California without their support and continued trust in us."
Alison Jones, vice president-marketing said the Bank on Trust campaign, which aims to educate consumers has no target date for its end. "We will continue to run it, as long as we deem it effective," she said.
Patelco said it will key a number of marketing promotions off the Warriors branding, From April 1 through 15, all Patelco branches will hold drawings for Warrior merchandise, including warm-up jackets, gym bags and backpacks.
In addition, members holding a Warrior game ticket can receive 10% off their car loan rate during April. In addition, a car sale is planned April 16 to 17 in Pleasanton with a 50 basis point interest rate reduction on car loans purchased at the sale.
The Bank on Trust campaign, said Patelco, will employ "a contemporary campaign designed to reflect the ease and simplicity of banking with Patelco, its rock-solid stability even during the recent economic downturn."
The campaign focuses on personalized service, and the credit union’s commitment to sincerity and transparency in all aspects of its business.