Huntington National Bank-TCF Bank Merger Legal Day One Communications
Set the stage for a positive customer experience and mitigate attrition, especially given future branch consolidations and a bumpy CX during a prior conversion.
The Huntington brand was known in some markets, unknown in others; messaging needed to accommodate both levels of awareness.
Direct mail, email, informational handouts and a new microsite introduced the Huntington brand and began to build excitement for Huntington’s unique approach to banking.
Content was versioned by line of business across all channels to deliver appropriate messaging. A merger identifier – the interlocking hexagons and “Stronger Together” – was introduced and used on most subsequent merger communications.