Huntington National Bank-TCF Bank Merger
Large bank merger with an integration process lasting nearly one year; hundreds of communication initiatives to 1.5 million customers segmented into four main lines of business.
Big picture planning and strategies needed to manage and optimize customer experience; detailed tactical roadmaps to develop and implement omni-channel communications.
A comprehensive communications plan set forth all the planned initiatives by audience, timing, channel and key messages. A digital touchpoint calendar supplemented the initial plan, and helped manage the flow of communications.
Compliance-driven direct mail and a wide range of digital channels reinforced Huntington’s customer-centric brand and its market-leading product and service offerings, in addition to delivering requisite change information in easily navigable formats.
A “merger identifier” on most communications helped readers quickly relate the materials to the merger. Overlapping and linked hexagons from Huntington’s logo portrayed strength and integration. The language was modified over the course of the integration process to reflect the key message.