Case Studies: Roots ‘N Blues festival, the culmination of year-long campaign

Agency: Woodruff Sweitzer

Client: Boone County National Bank

Challenge: In 2007, BCNB observed their 150th year in business and challenged Woodruff Sweitzer to devise a campaign that celebrated the milestone, while thanking the community for their patronage. Woodruff Sweitzer developed a year-long campaign, “Celebrate Your Roots,” which culminated in the First Annual Roots ‘N Blues ‘N BBQ Festival, a free festival for the community of Columbia.

Strategy: The campaign focused on the bank’s deep roots and rich history in the area, while the festival was the anniversary party that said, thank you. Throughout the year, BCNB ads delivered the message that supported 150 years in business – “Other banks have branches. We have roots.” A special event was held to announce the festival to employees, and a press conference was the vehicle to disseminate the news to the rest of the community.

Results: The announcement of the festival was the lead story in the local newspapers that day, and the festival received pre-event coverage in print, radio, television and international e-newsletters. Media relations throughout the year built excitement in the community and the festival itself drew close to 65,000 attendees and received coverage in local media outlets, and national coverage, including The New York Times.