When Publicom client, LAFCU, a Michigan credit union, nearly tripled its ATM footprint through a partnership with Quality Dairy, a family-owned convenience store chain, the opportunity for positive PR was moo-velous! The two organizations share a “cow” history. LAFCU’s first loan was for a cow and Quality Dairy has a Holstein dairy operation for the dairy products it sells in the stores. The Spot the Savings PR events to announce the ATMs in 27 stores stretched across several weeks and featured a ribbon cutting ceremony complete with cow-print ribbon, “cow paddy” cookies, cow bank giveaways, digital savings coupons, live radio remotes, LAFCU’s cow mascot, a ginormous cow statue and a cash grab machine for the public to grab some extra moo-la!
This total PR effort won a national award. Cowabunga!