The issuance of BMO-branded debit cards to one million former Bank of the West cardholders began nearly two months after the deposit account conversion. A staggered card replacement schedule ends with the final of eight waves in mid 2024.

To minimize disruption, the Bank of the West cards would continue to work until customers activate their new BMO card. However, it was critical that the BMO cards were activated and used when received. A series of communications in multiple channels was needed to drive immediate card activation and create awareness of the benefits of the various BMO cards.

A complex strategic and implementation plan defined audiences, waves and file requirements. 

A personalized mailing referencing part of the card number was sent 2-3 weeks before new cards were mailed; each of the three versions shows an image of the actual card type customers would receive. Messaging focused on activation and key benefits. 

Thirty days after mailing the new cards, a second, non-personalized mailing encouraged customers who had not yet activated their new card to do so, reminding them that their new card was mailed and reinforcing the benefits of using it. 

Personalized emails delivered the same messaging – timed to coincide with each of the mailings – to increase awareness and reach cardholders who may pay more attention to digital communications.