A steady stream of targeted digital and traditional communications touched Bank of the West’s more than two million customers over more than a year. It was essential that all change information was easily accessible throughout the integration process. The merger microsite provided a separate path for each of the bank’s four main lines of business to deliver segment-specific details.

Position the online “Welcome Center” launched at LD1 on BMO’s website as the central online hub for up-to-date, business line-specific transition information, FAQs and key dates. 

Use the site to convey BMO brand themes and values, supporting ongoing brand-building objectives. 

Drive traffic to the Welcome Center through links from homepage banners, online and mobile messaging and emails. 

Leverage the site to provide customers with electronic access to required information and disclosure documents.

The site had to build confidence in BMO’s brand while outlining the steps for a smooth transition.