Numerica’s ‘Show Us the Ropes’ Promotion Connects New Branch to Its Downtown Spokane Neighbors
December 12, 2013
Dec. 12, 2013
Numerica Credit Union’s new downtown Spokane branch includes a tech bar with iPads and a charging station.
Where is the best place to eat lunch in downtown Spokane? The best coffee shop? How about the best place to deposit your paycheck or apply for a loan?
The folks at Numerica Credit Union say the answer to that last question is easy: It’s their new full-service branch on West Riverside Avenue. But this is Numerica’s first foray into the downtown core, so the credit union is asking its members to “Show Us the Ropes” and point employees to all of the dining, shopping and Happy Hour hot spots within walking distance.
And if that happens to create a little “buzz” about the new branch? Well…
“Our goal was to come up with an idea that was less-traditional and that gave the staff an opportunity to get to know people and businesses in downtown Spokane,” says Kelli Hawkins, Numerica’s communications manager. “Show Us the Ropes” sprang from a meeting between branch staff and the credit union’s marketing department, and Sponsorship Coordinator Amanda Swan developed the campaign.
Using Facebook, Twitter and its online blog, Numerica told members that “there’s much to be stoked about with the opening of Numerica’s first downtown branch,” which debuted on Nov. 15. “We feel like this awesome door of opportunity, fun and parallel parking is swinging wide open, and we’re ready to march on through. We can’t wait to soak up the downtown vibe!”
But to do that, the credit union said, “we’re going to need a little help.”
Each week from late November to the end of the year, Numerica is asking members to pick their favorite downtown hot spots, from the best lunch location and coffee shop to the happiest Happy Hour. This week’s question: What’s your favorite place for downtown shopping? Members can stop by the downtown branch to fill out a “Show Us the Ropes” entry slip, tweet @numerica with their vote and the hashtag #NumericaFavorite, or post their pick to Facebook.
Nearly 100 entries were received the first week. And the best part: Each entry gives members a chance to win a $50 gift card to the hot spot that receives the most votes. (Congratulations to member Jenna N., by the way, and to the favorite downtown lunch spot, Twigs Bistro & Martini Bar.)
“I like the fact that once we tally up all the votes, we get to walk over to the winning business and congratulate them on being our members’ top spot, and then honor them by buying a $50 gift card from their location,” says Jake Krummel, Numerica’s downtown market manager. “It’s a win-win!”
Making that connection to surrounding businesses has paid off, Swan says. “Each time I’ve Tweeted about the promotion, I’ve put my personal favorites (Santé for lunch; Atticus for coffee, serving Roast House). Kate from Santé responded and favorited the Tweet, and Deb from Roast House responded today, saying ‘thank you.’”
Response from members has also been positive, Swan says — and the campaign has generated exactly the kind of “buzz” Numerica was hoping for.
“When our team attended the weekly Spokane Tweet Up, we talked to people about the promotion,” Swan says, “and everyone seemed genuinely excited to enter. It definitely got them interested in our new downtown location — ‘Where’s it at?’ ‘When did you open?’”
The result, of course, is that Numerica’s new branch (502 W. Riverside Ave., Spokane) may itself become a downtown hot spot.
“It’s a full-service branch, with all of the financial services you would expect to receive at any Numerica branch, including applying for a loan, working with a business-services representative or meeting a home-loan officer to set up a mortgage,” Hawkins says. “In addition, the branch has a tech bar with iPads and a charging station. From there, members could email a brochure to themselves, read the paper or visit the Web.”
Spots don’t get much hotter than that.
Questions? Contact Gary Stein: 503.350.2216, firstname.lastname@example.org.
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