Bond Program Benefits Client, Contractors and Communities
-
PROBLEM:
When Chicago Faucets wanted to increase sales of its faucets and fittings in educational facilities, management decided that a reward program would be the right incentive to generate interest among plumbing contractors. Its Contractors for Education Program offers contractors a $500 U.S. savings bond when they purchase and install $5,000 worth of Chicago Faucet products in a school. The manufacturer had trouble managing all the day-to-details of the program, however.
-
SOLUTION:
Chicago Faucets tapped Interline Creative Group to take over program administration, such as securing the bonds from financial institutions and completing all the proper paperwork. Interline has a long history of managing incentive programs, but the company also has a great deal of experience in public relations. Accordingly, Interline proposed generating publicity whenever contractors choose to give the bonds they earn back to their school customer rather than keep it for themselves. Interline interviewed and photographed school administrators, as well as the contractor and a Chicago Faucets representative. At schools that turned their bond donations into scholarships for students, the recipients also were named. Interline wrote and distributed press releases and news stories about the donation to send to the plumbing trade magazines and local media.
-
RESULT:
Interline spared Chicago Faucets the trouble of program administration so it could focus on sales. Plus, Interline generated favorable public relations for its client, and donating contractors were given free publicity for their kind donations, which solidified Chicago Faucets as a top manufacturer in their minds for future projects.
