Abstract

Washington Mutual (WaMu), a leading US bank entered New York City through the acquisition of Dime Bancorp, which had 125 offices in New York and New Jersey (NJ) in 2002. The caselet provides a detailed description of Washington Mutual’s (WaMu) sales promotion campaign “Spotlight on Teachers”. It discusses the design, implementation and outcomes of the sales promotion campaign.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Design and implementation of sales promotion campaigns in financial services
• Selection of target audience for a sales promotion campaign
• and Financial services marketing in USA.

Keywords

Washington Mutual (WaMu), Mortgage Loans Market, Wells Fargo, Middle Class Customers, Brand Awareness, Promotional Strategies, Humor, Dime Bancorp, J.P.Morgan Chase, Citigroup, New York City, Spotlight on Teachers, Community Development Programs, Sales Promotion Campaign, Beta Research Corp, Unaided Awareness, New York Times, Michael Bloomberg, Washington Mutual Financial Centers, Times Square, K -12 School Teachers, Broadway