New Orleans bank smashes objectives while commemorating effective ladies in hospitality market
By Khalil Garriott
What does a bank pertain to a month-long event of effective ladies in hospitality? A current extremely effective effort by Fidelity Bank in Louisiana showed to be a case research study in dealing with a specific niche market generally not in the leading edge of services.
New Orleans-based Fidelity Bank is the winner in the general public relations/community engagement activity classification of ABA’s 2022 Brand Slam Awards.
The bank utilized a cross-platform method to commemorate ladies in the hospitality market and set them up for success. It constructed on a couple of years of project awareness to drive increased contributions to a regional neighborhood partner.
The bank’s awards entry notes: “All marketing collaterals used the same purple color as Fidelity Bank’s P.O.W.E.R. Plates program, which is well-known in the local area. The program targeted other women organizations and invited them to participate in all networking events. The campaign gained awareness with James Beard Award-winning restaurants like Brigtsen’s, Willa Jean and La Petite Grocery requesting to participate. In the third year, the term P.O.W.E.R. Plates started becoming a recognized term and an annual event local restaurants looked forward to.”
Launched in 2019, the bank’s “P.O.W.E.R. Plates” effort drove quantifiable company results to women-led dining establishments in southeast Louisiana and, by partnering with the Louisiana Hospitality Foundation, supported hospitality market employees through grants. The project’s outcomes surpassed its objectives:
- 67 taking part dining establishments or bars (the objective was 50)
- $19,378 in contributions (the objective was $5,000)
In addition to creating favorable buzz and promoting goodwill in the neighborhood, the program benefited ladies business owners. Fidelity Bank matched all contributions as much as $2,500 in the “P.O.W.E.R. (Potential of Women Entrepreneurs Realized) Plates” project, in addition to marketed and promoted it throughout several consumer-facing channels. The project promoted ladies in the hospitality market and urged New Orleans-location homeowners to check out choose services in July.
Liz Broekman, vice president and director of P.O.W.E.R. at Fidelity Bank, supplied more insight into the project:
Why was it essential to your bank to commemorate and empower ladies in hospitality?
Fidelity Bank began the P.O.W.E.R. (Potential of Women Entrepreneurs Realized) program in 2017. The function is to assist ladies in company prosper and thrive. Since New Orleans and Louisiana rely so greatly on the hospitality market, we felt that this was a great fit to assist all dining establishments and hospitality entities throughout the month of July through social networks and marketing. At the very same time, we had the ability to highlight ladies in hospitality and aid to raise funds for our neighborhood partner, the Louisiana Hospitality Foundation.
To what do you associate this project’s success in surpassing its objectives?
The neighborhood has actually accepted the P.O.W.E.R. program in basic, and it is cheering for all the ladies in hospitality, whether it be woman-owned dining establishments, a female head chef or a female basic supervisor. The neighborhood lags it. It is an event. Each year it grows in awareness and in the variety of occasions that are hosted.
What were a number of your crucial takeaways and what recommendations do you have for other banks starting a project like this?
If you think in it, others will think in it. Don’t take a look at it as a deal however a motion. Give all the credit to your clients and individuals you are assisting. You need to be genuine about it.
What kinds of media interest and protection did this project amass?
There was an incredible quantity of media interest on the occasions, such as:
- television teams covered journalism conference at the kickoff breakfast.
- Appearances on early morning television reveals with various chefs preparing their meals
- Guest speakers on cooking radio reveals with chefs to speak about the project and their included meals
- Several print advertisements
- Media protection of the micro occasions held throughout the month in social networks and in regional publications
Khalil Garriott is vice president, imaginative material and copywriting method at ABA.
Photo thanks to Fidelity Bank.