WSFS/Beneficial Legal Day One Communications
The merger of these two neighboring banks caused Beneficial customers concern that they were losing their local bank.
WSFS was mostly unknown to the retail base.
A letter and FAQs to Beneficial customers announced the legal closing, introduced WSFS, and set expectations that nothing would be changing until conversion at a later time.
The headline of the insert, which described the overall advantages of the combined institution, was also used in advertising campaigns across the footprint.