PACIFIC FIRST BANK
EMPLOYEE MEETING

THE CHALLENGE:

Pacific First Bank had recently been purchased by holding company, Royal Trust, based in Canada. As such, the company was experience a lot of changes, not only because of the new ownership, but also because of changes in leadership and the shifting dynamics of the industry as a whole. A once, tight-knit employee base was beginning to lose morale and effectiveness.

THE SOLUTION:

In looking at the company's main marketing messages, we opted to focus on the first class customer service the bank was known for. Since the meeting was being held at the Museum of Flight in Seattle, CommuniCreations created the Pacific First Flight Fest.

Since service was the main theme of the bank so we created Pacific First Airlines, "Where Everyone Gets First Class Service." The invitations had an art rendering of the wings employees and staff would receive when checking in at the event (see photo of our Seattle reservationists.

As people arrived at the museum, they checked in at a Pacific First Air ticket counter. There, employees logged them into computers and handed them a ticket jacket with their boarding pass. The pass had the evening's itinerary on it. They were then free to roam around the "airport" (museum) as humorous overhead announcements were read about white zones and red zones. Airport security made random checks as people entered the gates.

As employees took their seats on the flight, flight attendants made their way down the aisles handing out peanuts. The inflight movie started with a parody of the emergency exit instructions and then moved into the main feature: the company's new videomagazine.

Senior management speeches echoed the flight theme, comparing the bank's various levels of operations to that or an airline. It was a very tightly crafted theme that fit in well with the Premier Service Awards that were also handed out at the meeting.

THE RESULT:

The meeting was such a success that CommuniCreations team members took the show on the road to four other cities in the Northwest where brand staff could attend. The theme and the presentation met with enthusiasm at each stop. Attendance was standing room only and morale improved dramatically.