awards

Challenge

As part of an integrated campaign, FirstBank tasked Linhart Public Relations with turning news about its existing free-checking product into an attention-grabbing story for major national and regional outlets.

Solution

Linhart PR developed strategies to differentiate FirstBank as the only Colorado-based bank of its size to still offer free checking and capitalize on the national dialogue about the “swipe fee” regulation (and ensuing consumer discontent) by timing outreach with when the legislation went into effect. Linhart PR also integrated its media relations efforts with FirstBank’s advertising campaign, which included an interactive billboard in Denver that encouraged passersby to “Text FirstBank” to see if their bank still offers free checking. The billboard provided a strong image to an otherwise visually challenging story.

Results

Linhart PR helped raise awareness of FirstBank’s decision to keep free checking by securing nearly eight million media impressions, including front-page stories in the Denver Post and USA Today. FirstBank created a homepage banner linking to all news articles, so visitors could “see what the buzz was about.” More than 5,000 people clicked on the news banner, resulting in new account applications. Both website traffic and checking account openings increased during this timeframe.

  • Raised awareness of free checking
  • Secured nearly eight million media impressions
  • Front-page stories in the Denver Post and USA Today
  • 5,000+ clicks, resulting in new account applications

Contact

1514 Curtis Street | Suite 200

Denver, CO 80202

303.620.9044

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