Challenge: The Laredo-based bank sought a community relations initiative to demonstrate how it could "do more."
The bank's Rio Grande Valley branches partnered with Operation Interdependence® (OI) in the summer of 2006. They used OI, a civilian-to-military delivery system, to take donated snacks, toiletries and small comforts from home to the troops. In 2007, KGBTexas helped IBC take the initiative company-wide through 11 regions in two states, branding it Operation Care Drop. By 2008, we expanded Operation Care Drop and added retail partner H-E-B to maximize resources and create greater market awareness. By 2009 donations could be dropped at 225 IBC branches in Texas and Oklahoma, including 69 H-E-B locations with IBC in-store branches. Media partners and elected officials throughout Texas also put their full support behind this community-driven program.
Result: In 2008, Operation Care Drop provided more than 14,000 service men and women with nearly 3.5 tons of food and comforts from home. In 2009 it was nearly 9.5 tons. The 2010 campaign is currently under way.