WaMoola Madne$$

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WaMoola Madne$$

  1. 1. “ WaMoola Madne $$ ”
  2. 2. <ul><li>Attitudes of California Consumers showed a negative view of banking. </li></ul><ul><li>95% of bills requested from ATMs are $20. </li></ul><ul><li>Rogers & Associates PR firm found no prior launches had been done for the $50 and $100 bills. </li></ul>Research
  3. 3. <ul><li>On the new $20 bill release date from the Federal Reserve. WaMu gave 20 consumers in seven major cities a chance to enter a wind cube with new $20 bills and have 20 seconds to grab as many of the swirling bills as they could. The grand total in each city was matched by WaMu and donated to a local non-profit housing organization. </li></ul>Strategy
  4. 5. <ul><li>Media advisories were sent to key media and submitted to wire services before the event. </li></ul><ul><li>Follow-up calls were made to key media, stressing that the event would be one of the only opportunities to see the new bill. </li></ul><ul><li>AP photographers were also contacted. </li></ul><ul><li>Radio partners acted as event emcees in each city, generating larger crowds. </li></ul>Communication
  5. 6. <ul><li>Goal: Reach audience of 45 million – Reached 83 million. </li></ul><ul><li>Total of 3,500 people attended the event. </li></ul><ul><li>Increase name recognition by 50% - Reached 80% from 0%. </li></ul><ul><li>Achieve media coverage equivalent to event cost – totaled $618,000 </li></ul>Evaluation

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