Reaching College Students with Hyper-Local OOH

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It’s Homecoming weekend at Florida A&M. After all the classes and activities, you go to the nearby clothing store for some new Rattler gear. You’ve grabbed the t-shirt, the oversized hoodies and the sweatpants. When you go to pay, you pull out an old, beat up bank-branded debit card. You think…”if only I could match my FAMU swag”. You leave the store and see a poster in the window for Regions Bank’s new collegiate themed debit cards.

Score!

The Campaign Concept

In brainstorming this initiative, Kinetic Worldwide faced a common issue with OOH: what inventory is available in the target areas? What network operators can get granular enough to focus in on college students near campuses? 

Thankfully, Kinetic knew who to contact. PMD Media was tasked with promoting Region Bank’s new collegiate themed debit cards across four HBCUs: Alabama State University, Alabama A&M University, Florida A&M, and Tennessee State University.

Each university’s campaign creative was slightly different, with the school’s mascot and colors featured on a custom debit card. Throughout the four-week campaign, PMD Media delivered Regions’ message with 250 WindowPoster Displays, generating over 8 million impressions, and reaching up to 83% of the target audience (Geopath). 

The Bank Behind the Brand

Regions Bank has a long history of supporting HBCUs (historically black colleges and universities). Throughout the school year, groups of volunteers are on campus regularly, meeting with students to provide financial education, advice and assistance. Though the pandemic caused this physical connection to be put on pause, Regions Bank still made an effort to connect with students throughout the pandemic. Now that colleges and universities are opening back up, Regions Bank was excited to offer their collegiate themed debit cards, so students can swipe with spirit.

So go on over to your local Regions Bank branch in your brand new hoodie, march right up to the teller and exclaim “I want my new bank card!!”.


     Dean Stallone
     CEO, PMD Media

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