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Data-Driven Marketing

Fifth Third Bank/MB Financial branch closing sign, poster, and letter

Fifth Third Bank/MB Financial Branch Consolidations

Challenges

In this large merger with overlapping trading areas, there were a large number of consolidations – some from both the acquired and acquiring banks.

Communications had to position the consolidations in the context of the merger, stressing the net result of a much wider network.

Solutions

90-day letter with each bank’s own branding announced the closure, providing two alternate locations.

Letters created using variables pulled from a detailed listing of branches and their attributes, including nearby branches, names of branch managers, hours, phone numbers and more.

Collateral – signage and take-ones – all branded Fifth Third, because closings took place post conversion.

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MKP communications inc.

Financial marketing and merger communication specialists.

We’ve spent over 25 years building a nationwide client base of financial institutions, large and small.

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