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Conservative New England Building Company Launches Comic Book Campaign
In a move away from their traditional image as a conservative construction company for banking industry clients, Connecticut-based Solidus, Inc. last week used a creative new approach to woo c-suite targets.
In a move away from their traditional image as a conservative construction company to the banking industry, Connecticut-
The Solidus sales and marketing departments created a 16-page comic book that describes the predicament financial industry CEO’s find themselves in today; frequently under pressure from board members for better ROI, while knowing that a major upgrade to their branches is the only way to survive.
This conundrum seems insurmountable to some decision-makers;
A comic book was the answer. Read it online here: http://blog.gosolidus.com/
Over the course of weeks, they worked on developing the story. Marketers communicated with a cartoonist via several Skype calls and many emails, and “Invasion of the Smart Branches” came to life.
“This was a big gamble,” said Solidus CEO, Mark Charette. “Our target audience is renowned for its conservativeness, and even though we loved the idea, we really couldn’t know if they would too.”
The comic book was mailed to around 2,700 people at banks and credit unions across New England. The quite dramatic cover showed a CEO clinging high on the exterior façade of a large bank, as a living interactive teller machine mocked him from down below. It was mailed with a cover letter that could also be read through the transparent envelope.
Will the comic book have the desired effect on its target audience? Only time will tell. There have already been some favorable responses, including one from a credit union interested in building a de novo branch. These are exciting times for Solidus, who recently launched a completely revamped website at http://gosolidus.com?
“We’re going to be taking our comic book to Bankworld at Mohegan Sun, Connecticut in January,” Charette said. “It’s our biggest event of the year and our most valued clients will be in attendance. I can’t wait to receive feedback from the target audience itself.”
If the eventual return on investment for this project is satisfactory, there is the possibility of a second comic book.