Concepts were tested and the strongest was a free Community Card with special offers. Mailers were sent to cultural institutions and retailers detailing the benefits of partnering. Restaurants, via newspaper ads, were informed of the opportunities. Implementation:• 2,214 partners participated in the Community Card which was distributed free at LaSalle Bank branches along with a map, partners’ names and offers.• Partners identified their participation and could choose material in six languages – Spanish, Polish, Portuguese, Greek, Chinese and English.• The card was promoted via the marathon and paid media: broadcast, newspaper, transit

• The 2,214 Community Card partners exceeded by 47% the projected number of 1,500.• Onsite surveys determined a 100% use of the partners’ material in six languages.• Consumers getting their free Community Card increased LaSalle’s traffic by 44%.• $8.4 million for charity, including many neighborhood fundraising activities.• Post-event evaluation rated the card excellent – now there is effective word-of-mouth.• The Community Card, linked to the marathon, is now a part of Chicagoland’s culture.