Public Service Pays Off
by Micheal Stedman

Results-oriented bankers sometimes have a hard time justifying community relations as an effective marketing activity. Reluctance is more often overcome by social conscience than by the perception that public campaigns will be long on measurable, value-added results to the corporation.
When New England's Shawmut Bank embarked on a community relations project to battle the region's racial tensions, it faced the conflict head-on between social conscience and marketing results. Through a unique partnership with a network TV affiliate, WCVB, and the Boston Anti-Defamation League, the bank helped forge an award winning campaign, "A World of Difference," that paid measurable dividends.

"We saw a tremendous need in our community to address the problems of racial prejudice," recalled Barrie MacKay, former vice president of corporate communications for Shawmut Banks. "Our corporate mission statement makes a clear imperative that success of our bank be linked to the growth and well-being of the community.

"We wanted to be involved more than just passively in funding a community for the sake of 'good citizenship' alone. The success of this critical campaign depended on our active involvement and our demand for a significant and measurable program," he added.

After months of planning, the "World of Difference" program tackled the dual objectives of creating a broad public awareness of the issue and reaching schoolchildren through prejudice-reduction training programs for teachers across Massachusetts.

What emerged testifies to Shawmut's mandate for results:

• Well over $ 1.5 million worth of TV public service, news and prime time programming which carried mention of the bank's sponsorship.
• The program reached 71 percent of Massachusetts' public schools, providing educational materials, seminars and workshops for almost 6,000 teachers.
• A host of community service and broadcast awards.
• Syndication of the program to nine other markets including the underwriting in Philadelphia and Miami by two other banks, Philadelphia First Savings Fund and CenTrust Savings Bank.

The final tally of the bank's benefits demonstrates that being a good corporate citizen can be combined with good marketing. During the first 18 months of the "World of Difference" program, Shawmut Bank realized numerous advantages:

• More than $1.5 million in exposure through broadcast public service announcements, editorials and prime time programming at a 10:1 return on the banks initial investment.
• A positive and constructive association with a critical issue affecting the community.
• A highly visible community-based program supporting the bank's marketing presence at it's 200-plus locations throughout the state. ·
• Contact and association with leading community, academic, government and religious leaders.
• A vehicle to promote employee morale and encourage their participation in the local community.

"We viewed the results of the 'World of Difference' as an optimum program for all the parties involved," said Wishnow, the program designer. "We made an important contribution toward reducing prejudice by creating an awareness of the problem and giving our young people the educational tools to deal with this issue. At the same time, Shawmut Bank enhanced it's image and gained tremendous exposure throughout the market."