Some babies born on May 3 are already saving for college. That’s because Fifth Third bank gifted them $1,053 for 529 education accounts as a celebration for being born on Fifth Third Day. Along with the gift cards, babies received branded onesies, hats, bibs, piggy banks and more! Read on to learn how Evolution creative solutions brought this complex marketing project from concept to completion.
The Business Challenges
Executives at Fifth Third wanted to celebrate Fifth Third Day by providing families of children born on May 3, 2024 in the Cleveland and Tampa markets with branded promotional items and gift cards. They imagined the items – all 14 of them – packaged in a custom box, branded with Fifth Third colors and logo. It was important that the families receiving the gifts would feel a sense of celebration so special touches like tissue paper needed to be included in the packaging. After assembly the boxes needed to be packed and shipped to specific hospitals with instructions for distribution.
Realizing that the nurses on the delivery floors would be instrumental in the success of this campaign, the Fifth Third executes also wanted to include a gift bag for the nurses. The nurses would receive a pin, sharpie, and retractable badge holder wrapped in tissue and tucked into a bag. A gift card for food delivery to the nurses station on the floor was included.
Fifth Third needed to find a vendor who could solve the problem of the custom box for the baby gifts, as well as kit and ship the baby boxes and nurse bags to the hospitals on time. It was a complex project requiring expert marketing project management. Fifth Third had recently worked successfully with Evolution creative solutions on a similar project for Fifth Third Day (read about that project here), so they connected with us again.
Evolution’s Creative Solutions
Our Customer Solution Team was delighted to take on this project, especially after working with Fifth Third on another Fifth Third Day event.
The first challenge was to find a supplier who could print the branded boxes that would hold the baby gifts. The original box design was too complicated to fold and secure. The Team also had to confirm color specificity of the Fifth Third logo printed on the outside of the box. It took three iterations to perfect the design and the print process but the result was the perfect gift box.
While the Team was managing the design of the baby gift box, the promotional items for the baby boxes and the nurse bags started arriving at Evolution’s facility. We tracked inventory as it arrived and kept Fifth Third updated. The piggy bank order was short several banks and we immediately notified the vendor to secure the additional piggy banks ASAP and keep the project on time.
Next up: organize the assembly line for packing the baby gift boxes and nurse bags. Fifth Third had specific directions on how the items were to be placed so that when the family opened the box, they would see the 529 gift cards and the “happy birthday” sentiment from Fifth Third. The Team invited the executives to Evolution to review the assembly process and gain client approval to move forward. The executives were pleased with the process and the attention to detail.
Each hospital received a specific number of baby boxes and nurse gifts. Evolution employees hand packed not just the baby boxes and nurse bags, but also hand assembled the baby and nurse gifts into packages to ship to each hospital. This included measuring the contents for each hospital’s box and ordering specific-sized shipping boxes.
Finally, Evolution had to address and ship the hospital kits. Each baby box included a return address shipping label so the hospitals could ship back any undelivered gifts.
At the start of the project, Fifth Third was understandably nervous about having these gifts arrive on time at the hospitals. Missing the May 3 date would negate the entire event. The Creative Solution Team dedicated themselves to solving each challenge and keeping the client updated along the way. The team beat the deadline allowing many families to celebrate the birth of a new baby with an exclusive gift box from Fifth Third.
Rely on the expert Customer Solutions Team at Evolution creative solutions to manage your next complex direct marketing campaign. We have the experience and knowledge to bring the ideas to life and deliver them on time. Learn more at [email protected] or call 513-681-4450 today.
You can also complete an online request here https://evo-creative.com/contact-us.