Esquire Bank

Situation Analysis
A regional federally chartered savings bank tapped the firm to create awareness and a branding campaign for the bank’s new Long Island branch.

Objective
To increase awareness and generate publicity for their new Long Island branch and also to organize and coordinate a grand opening celebration event.

Tactics
The firm devised a guerrilla marketing plan in which representatives from HJMT took to the streets, reaching out to more than 25 businesses from the surrounding area. HJMT wrote and distributed press releases and media alerts, performed extensive media coordination, and organized a press conference on the day of the grand opening to ensure coverage.

Result
• Major Long Island newspapers reported on the new bank branch, including Newsday and Long Island Business News.
• A number of business leaders and dignitaries in attendance for the grand opening including, Town of Hempstead Supervisor Kate Murray, Assemblyman Kevin McKevitt and Garden City Police Commissioner Ernest J. Cipullo among other.
• HJMT coordinated the ordering of a number of promotional products as well as the design of the items to be given out during the grand opening celebration event.
• Implemented guerrilla-marketing campaign, which brought the banks name to more than 200 local area businesses.

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