Conversion communi-cations needed to address four distinct lines of business: Personal, Private Bank, Small Business and Commercial; convey Huntington’s powerful “people first” brand welcoming customers, while providing enough detail to effect a smooth transition.

From a total of 100+ unique copy blocks, more than 1.5 million letters were built to deliver information only on the accounts and services each customer used, leveraging our expert data management skills.

The accompanying Welcome Guide was versioned to target each segment, reinforcing brand, highlighting new opportunities, and providing key conversion transition information.