This branch promotion used a “S’Mores Members” theme to encourage membership growth and increase awareness of account opening opportunities within a highly unique and limited-access workplace environment. The campaign was designed to engage existing members and encourage them to invite coworkers and friends to explore membership.

The branch created a small, themed display featuring a decorative campfire setup with prizes arranged around it. Visual elements, including S’more imagery placed on teller PIN pads and supporting signage, reinforced the campaign message throughout the branch environment.

To drive engagement, the team conducted two promotional blitz days, during which S’more-themed treats were distributed to members as a gesture of appreciation and a conversation starter about referrals and membership growth. These efforts helped create a warm and welcoming experience while reinforcing the value of community connections.

A simple but effective gamification element was also used, allowing tellers to build a visual S’more with each new account opened, adding a fun and interactive layer to tracking progress. In addition, a partnership with an on-site cafeteria helped provide treats for the campaign, further strengthening internal relationships within the facility.

While the goal of opening 20 new accounts was not fully met, the promotion supported meaningful member engagement, strengthened internal partnerships, and encouraged referral conversations within a highly specialized field of membership.