Fifth Third Bank/MB Financial Commercial Conversion
Reassure commercial clients of business-focused bank that they would experience no loss in service and capabilities when joining a larger, more retail-focused bank.
Data was available at the relationship level or account level, but not both.
Separate communications to two audiences: a high-level welcome and capabilities overview brochure sent to senior corporate executives (at the relationship level); detailed transition and product change information mailed at the account level, reaching those individuals who actually managed the banking relationship.
Delivery of critical and need-to-know insights was more targeted.