Your announcement mailings are critical for
conveying the consolidated bank’s brand,
positioning and image. Don’t skimp on these
packages because success depends on
creating a positive initial impression.
About a Bank
BY CHARLES “CHARLIE” GROSS
You never get a second chance to make a good first impression. That classic expression is especially true when two financial institutions come together through a merger or acquisition.
And for that reason, every element of the communications
package must positively reflect the image and branding of the
organization. Proper planning and execution can be critical to
achieving that goal.
“The customers of the acquired organization bring with them extraordinary
potential for future growth and profits,” notes Tricia Ciliberto, first vice president
marketing, Ocean City Home Bank (assets: $1 billion), Ocean City, N.J. “However,
those opportunities may never materialize if the communications are not handled
properly starting at the very beginning of the conversion process.”