With more than a year between the announcement of this very large merger and the completion of the systems integration, communications had to embrace and engage all the acquired customers, specifically reassuring FirstMerit’s substantial commercial segment that they would continue to be well-served despite the widespread perception of Huntington’s retail focus.

A comprehensive communications plan, including a series of well-timed interim DM/EM, website and in-branch tactics to maintain customer and employee engagement; a “merger icon” appeared on all materials as an identifier.