Tactics: Bank supports community with sports awards banquet |
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Situation
Terre Haute Savings Bank has been part of the local financial community since
1869. While larger banks have undergone numerous mergers, ownership and
name changes, Terre Haute Savings Bank has remained under the same name
and ownership. It maintains its involvement in the community, a fact that
is evidenced by its tagline, “Your local bank believing in the Valley.”
People in the bank’s market area, commonly known as the Wabash Valley, show a great interest in local high school sports. As an important component of its community involvement, Terre Haute Savings Bank has participated in various programs to support high school sports, including sponsorship of the only remaining local television sportscast in the area, WTWO-TV.
Problem
While individual area high schools hold seasonal sports award dinners
and the local newspapers choose county and area all-star teams for
the major sports, there has not been an event that recognizes athletes
from the entire area and from every sport.
| Solution Terre Haute Savings Bank recognized the need, and in conjunction with WTWO-TV, established the Wabash Valley All Sports Team to honor outstanding male and female high school senior athletes from across the Wabash Valley. In addition to the individual recognition, the bank established two $2,500 college scholarships, one for a male and one for a female athlete, whose names were to be drawn at random during the recognition banquet in May. |
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Speaking for the bank, its president J. Bart Colwell said, “We feel the All Sports Team is one way we can recognize athletes throughout the Wabash Valley, especially those who don’t always get the headlines but who work so hard to excel in their sport.”
THSB asked its marketing firm, MillerWhite LLC, to help organize the awards and the banquet. MillerWhite designed the award/event logo, created invitations for the banquet, sent out press releases to the media and assisted with technology for a highlight video that was shown at the banquet.
An initial letter went out to athletic directors at high schools in West Central Indiana and East Central Illinois. The letter explained the award and the banquet and called for nominations for outstanding athletes from each of 21 sports (baseball, boys’ or girls’ basketball, boys’ or girls’ bowling, boys’ or girls’ cross country, football, boys’ or girls’ golf, boys’ or girls’ soccer, softball, boys’ or girls’ swimming, boys’ or girls’ tennis, boys’ or girls’ track, volleyball or wrestling). In addition, the award was promoted by WTWO, and viewers were encouraged to nominate athletes on the station’s web site.
An additional award was established, the Legacy of Commitment Award, which was to be given to a coach who has had a positive and ongoing impact on young athletes.
Results
Probably more so than any previous effort, the All Sports Team represented the
spirit of the bank’s pledge and tag line, “The local bank believing
in the Valley.” It generated excitement at the high schools and was well
received by the public, who appreciated the recognition of athletes in every
high school sport and at small schools as well as large ones.
“Establishing the All Sports Team has brought the bank a great deal of good will,” said MillerWhite account executive Ann Marie Foote. “One-hundred percent of the honored athletes attended the banquet, and they brought parents and siblings, their coaches, their principals and their athletic directors. Each received a star-shaped Lucite award and a certificate, and two students went home with a $2,500 scholarship to use toward college.” |
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