Challenge:
Bear State Bank reached a definitive agreement to acquire Metropolitan Bank. As a result, Bear State reached out to BKM to develop a comprehensive merger communications program in order to retain Metropolitan Bank customers and ease possible customer anxiety about the transition.
Solution:
Using a proprietary customer identification process, BKM worked with the Bear State marketing team to create four branded communications for the Metropolitan Bank customer base:
- Announcement Letter: notifying customers of the pending event
- Welcome Kit: letting customers know just how the merger will impact them, including a summary of their individual accounts, and when changes would take place;
- Online Banking Kit: detailing important dates and details on how to login for the first time after the conversion
- Conversion Reminder: focusing on key dates and times, delivered one week prior to the conversion weekend
In addition, BKM created digital assets that were incorporated into an Online Hub for customers to access up-to-date conversion details.
Program Elements:
- Customer Segmentation
- Data Management
- Direct Mail
- Digital Marketing
- Production
