Case Study – Huntington Bank

huntington_logo

Situation:

In the footprint of their business, the Upper Midwest, there may not be a more competitive cosumer category than banking. Huntington Bank needed to create a point of difference in their key markets. Sports became the lynchpin for this marketing initiative by providing their loyal customers with a valuable local sports asset that only a Huntington Bank customer can recieve. Programs were specifically designed for each key Huntington market. Each sponsorship in unique but all include a customer appreciation piece that not only says “thank you” to current customers but also entices others to move their accounts. Two of these sponsorships are outlined below.

Execution

University of Toledo

Rockets fans are passionate about their football team. Knox Sports negotiations resulted in a block of 200 tickets and 100 parking passes to every home game for Huntington customers. Customers simply showed their debit or credit card and recieved two tickets and a parking pass to that day’s game.

Knox Sports and Huntington Bank worked together to create an email blast that would be sent to Huntington Bank customers within the Northwestern Ohio market as well as support banners on the University of Toledo’s website.

Columbus Blue Jackets

The capital city of Ohio is home to the corporate headquarters of Huntington Bank. It’s also one of their largest markets. Hungtington wanted to make a big splash in thier hometown. Knox Sports jumped in and improved on their existing relationship with the local NHL team, the Columbus Blue Jackets. An intense contract negotiation resulted a program whereby Huntington Bank customers got free access to 50 tickets and 25 parking passes to every home game all season.

An email was sent to Columbus area Huntington customers with instructions on how and when to access a webpage to receive their tickets.

Results

University of Toledo

We couldn’t have asked for a better response from passionate Huntington Rockets’ fans. Customers used all 200 tickets for the first game. At the 6 home games in the first year of the program, 94% of the available tickets were claimed. The excitement for this program in year two is incredible.

Columbus Blue Jackets

The response was astounding. All of the available tickets were redeemed online a hour after the page went live. This promotion was wildly successful despite the team’s on-performance. Huntington customers were also featured on the video board at each of the 45 home games.