MKP identified two separate audiences: with and without online and mobile banking, carried through emails and DM; message hierarchy was critical.

Spanish was the preferred language for many members, but language preference data was unavailable.

To support a digital-first strategy, a series of emails and the “Transformation Hub” microsite, serving as a central communication hub, were updated throughout the program.

Direct mail was used to reach all members, addressing those with online banking in a detailed 4-page letter; the non-online banking audience received a shorter 2-page version.

The microsite was translated into a Spanish version; all communications announced its URL (in Spanish).