A time capsule: a boffo way to promote a new headquarters.

• Position: Marketing News - Indian River National Bank - Brief article

When Indian River National Bank, Veto Beach, Fla., planned to build a new headquarters, it included a "time capsule" in the structure as a promotional tool.

The decision turned out to be a good one.

After the building was completed and the time capsule dedicated last autumn, bank Vice President Karl Steene notes that in more than 30 years of bank marketing, the capsule "generated more community goodwill and publicity than anything else I have ever done in bank marketing."

The total cost for the capsule was less than a small local newspaper campaign, he says.

The bank, which has assets of $800 million, started the promotion a year prior to the dedication by sending the capsule to locations throughout Vero Beach. The bank asked businesses, schools, community organizations and government agencies to provide significant artifacts, documents and mementoes "of interest to future historians" for deposit in the 16-inch by 16-inch by 31-inch capsule.

The community responded by providing newspapers, magazines, brochures, books, photographs, posters, yearbooks, CD-ROMs and a variety of mementoes.

Among the more...