Media Relations and Community Relations for the Acquisition of Benjamin Franklin Bank

Media Relations and Community Relations for the Acquisition of Benjamin Franklin Bank

Client: Rockland Trust

Project: Media Relations and Community Relations for the Acquisition of Benjamin Franklin Bank

Mission:

Announce the acquisition of Benjamin Franklin Bank by Rockland Trust in 11 different cities and towns west of Boston. Create and implement a strategy to familiarize existing customers with the new leadership, a wide range of expanded services and assuage any concerns about the transition.Watertown

Biggest Challenges:

  • Addressing the range of concerns and questions a customer might have about the acquisition of its local bank and being forced to accept new bank processes and procedures.
  • Reaching customers on a hyper-local level in more than 11 communities to inform them about the changeover and the new banking products and services available to them.

Winning Strategies

  • Developed messaging to address key customer concerns and media trained the executive team to empower them to field an array of tough questions.
  • Conducted thorough, in depth media outreach about the transaction to multiple news outlets in the new and existing Rockland Trust markets, as well as regional press.
  • Planned and organized a visibility building campaign, which included a “wrapped” mobile van that traveled to various community events in the 11 new Rockland Trust communities and distributed branded giveaways.
  • Distributed photos to news outlets for several community events and appearances to show the new and familiar faces of Rockland Trust.

Results:

  • Secured tremendous local news coverage, including local cable news segments featuring branch spokespeople, a CEO interview on NECN’s New England Business Day, multiple newspaper placements in all 11 local papers, plus regional coverage in the Boston Globe and Boston Herald.
  • Helped to deliver a seamless transition before, during and after the acquisition that led to positive media and strong customer retention.
  • Built significant awareness in the communities about Rockland Trust’s culture, and the new product and service opportunities available to customers.

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