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The program was broad in scope, excelling in many areas. Not only did it reach children, an uncommon demographic for banks, it also involved and reached their parents. The program had an easy-to-track ROI, children receiving different tiers of rewards as they reached various deposit levels in their accounts. Finally, not only did the program serve the community public relations function of teaching children about banking, it also served to add money back into the bank via the children's deposits, something any business would be hard-pressed to turn down.
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Michael Cornnell
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