This project was designed to boost Umpqua Bank’s small business banking program. We wanted to reach these business people and communicate with them as humans and in human terms, instead of in standard business speak. What better way for Umpqua to reach out to small business owners than to show support for the smallest business of all: the lemonade stand? So we created a program around this very notion and built lemonade stands for the kids of potential customers. Because, while few people talk about ads around the dinner table and water cooler, they just might talk about this.

Umpqua sent an e-mail blast featuring a trailer to a web film, The Lemonaire. The film was the story of a very small businessman who experienced great success with his lemonade stand, with the help of Umpqua Bank. Newspaper print ads then encouraged kids to apply for $10 in start-up capital, a small business starter kit and an architecturally-designed lemonade stand. Radio spots featured young “lemonaires”. All of which fueled a successful PR push. The campaign reached out to the target market via their kids, with a most endearing pledge of support to the small business.