FirstBank & AZ Gives Day
FirstBank & AZ Gives Day
About FirstBank.
FirstBank is a leading financial institution committed to community engagement and philanthropy. As the presenting sponsor of Arizona Gives Day, FirstBank helps drive charitable giving across the state through innovative campaigns and partnerships.
10 to 1 Public Relations specializes in creating high-impact community events that generate media coverage and inspire action. For FirstBank, we leveraged our media relations expertise to deliver exceptional results through strategic planning, creative event execution, and coordinated media outreach.
10 to 1 Public Relations has the depth and breadth of experience you need to define, plan, and execute strategic communications that reach and exceed your goals.
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Giving It Forward: FirstBank’s Gas Station Takeover Fuels Arizona Gives Day
Our Goals.
- Generate maximum television coverage for FirstBank’s “Give it Forward” campaign
- Showcase FirstBank’s commitment to the Arizona community
- Inspire people to donate to local nonprofits for Arizona Gives Day
- Create a surprise element that would resonate with media and viewers
- Leverage FirstBank’s Phoenix Suns partnership to increase media interest
- Drive awareness and participation in Arizona Gives Day
Strategic Approach.
We implemented a multi-faceted strategy that balanced surprise with strategic media outreach:
- Location Selection:Â Identified three strategic gas stations in Gilbert, Goodyear, and Phoenix near TV headquarters
- Celebrity Integration:Â Coordinated Phoenix Suns player appearance to enhance media appeal
- Surprise Element:Â Created genuine reactions by keeping the gas bill payment a surprise for customers
- Media Coordination:Â Carefully timed media alerts to maintain surprise while ensuring coverage
- Community Focus:Â Emphasized the “give it forward” message to inspire charitable giving
What We Did.
- Conceptualized a campaign where FirstBank staff disguised as gas station employees surprised customers by covering their fuel bills
- Coordinated a $12,000 investment across three gas stations in different Valley locations
- Leveraged FirstBank’s Phoenix Suns partnership to include player and mascot appearances
- Sent targeted media alerts to trusted contacts with enough information to secure coverage without spoiling the surprise
- Customized pitches for different TV stations based on their audience interests
- Proactively followed up with all media contacts as the event approached
- Managed last-minute challenges including staffing issues at television stations
Results and Impact.
- Secured coverage from all English-speaking TV stations in the Phoenix market
- Added Spanish-language coverage through KTAZ-Telemundo
- Reached an estimated audience of 272,021 viewers
- Contributed to Arizona Gives Day raising over $5 million for 876 local nonprofits
- Created authentic moments of surprise and joy that made compelling television
- Reinforced FirstBank’s position as a community-focused financial institution
- Successfully executed three simultaneous events across the Valley
Key Takeaways.
- Creative surprise elements generate more engaging media coverage
- Strategic location selection maximizes media participation
- Celebrity partnerships significantly increase media interest
- Persistent follow-up with media contacts is essential as event dates approach
- Customizing pitches for different media outlets improves coverage rates
- Balancing surprise with adequate information is crucial for media planning
- Community-focused campaigns that inspire action resonate with both media and audiences
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