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With a quarter of the NFL season in the books, the Green Bay Packers stand at 2-1, coming off a bye week with a Sunday night showdown at home looming against the New York Giants. Packers fans have something else to root for, engage in, and express their brand loyalty to: Associated Bank.
Since the start of the NFL season, Packers fans have new, exclusive opportunities to show their pride and receive unprecedented access to their favorite team through Associated Bank. This season’s Ultimate Packers Fan Program features interactive in-stadium, online and community activities, and an opportunity to win a comprehensive behind-the-scenes experience.
Loyalty360 caught up with Christopher Piotrowski, Executive Vice President and Chief Marketing Officer, Associated Bank, to learn more about the Ultimate Packers Fan program.
What factors prompted Associated Bank’s Ultimate Packers Fan program, when did it launch, and what are your goals for it from a customer engagement/customer loyalty perspective?
Piotrowski: Our objective is to leverage our position as the Bank of the Packers since 1919 to challenge the marketplace, engage fans, and deepen relationships to drive Associated Bank’s business. This season, we will implement a compelling marketing campaign that continues to excite fans, builds a deeper connection to our relationship with the Packers, and builds on a tremendous 2015/2016 campaign where we grew Packers accounts 74% year-over-year.
Through our almost 100- year relationship, we have been helping the Packers reach their financial goals through our products and service. We are challenging fans and businesses alike to Reach the End Zone by banking like a Packer by showcasing our capabilities and giving fans, the community, and businesses access to the Packers no other bank can match.
How experiential is the program?
Piotrowski: Our experiential campaigns reach across channels to engage prospects, deepen relationships, and tap in to the affinity fans feel for their favorite sport(s). The whole program is designed to go far beyond “traditional” marketing to provide memorable experiences that draw fans in and help build positive brand associating as we prospect.
The campaign includes an interactive fan challenge in the atrium and fan walkway at Lambeau Field where we encourage fans to test their speed and accuracy as they throw a football. Once fans complete the experience, they have the opportunity to sign up for our exclusive Packers Checking program that offers 10% off purchases in the Packers Pro Shop.
In addition, we execute a thought leadership program with our B2B business customers and prospects where we discuss the challenges and opportunities that business leaders face when they are focused on growing their business and attracting and retaining top talent. This program will take place at Lambeau Field in the atrium and will feature Mark Murphy, President & CEO of the Green Bay Packers.
What role does mobile engagement play in the program?
Piotrowski: There is a shift from traditional marketing to more targeted, relevant content via digital. We are pleased to feature Jordy Nelson and Randall Cobb across our digital and social channels. Digital Ticket Sweepstakes — the first phase of the Ultimate Packers Fan Program — is currently underway. Additional phases will be announced later this season, along with more information about each of these fun and engaging campaign elements.
We are able to build a holistic marketing campaign around the Packers that engages both consumers and the business community in and out of the stadium that deepens relationships with existing customers as well as helps us acquire new customers. Sports properties like the Packers give Associated Bank a powerful platform to tap into fans affinity for the team. The Packers are one of the top NFL Franchises and have one of the most loyal fan bases of any sports franchise in the world.
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