Hibernia National Bank
Looking Out for the Little Guy
Banks can certainly seem indifferent sometimes. Once a small business owner opens an account, the one-to-one interaction seems to wane (unless you’ve deposited millions). And many times their idea of communication is limited to lasered statement messages and statement-inserted product ads (and they’re never about a product that can actually affect the bottom line).
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Relationship Marketing Program Analysis and Design
Consulting Services
Program Launch and Implementation
Primary Research
Database Analysis and Target Audience Profiling
Database Mining
Contact Strategies
Program Management
Creative Services
Production Management
Communications Tools
Measurement and Refinement
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But this was not so at Hibernia National Bank. They knew they could be more to their small business customers: They had the products and services to meet small business customers’ growing needs. They had the expertise to be a trusted financial advisor. They had the resources to help customers grow their businesses. And to prove it, they asked us to create a program that would help them communicate this value to small business customers, ultimately gaining their loyalty.
To start showing small business customers that Hibernia was more than just a lender, we developed an integrated customer communications plan to speak to small business customers about topics that made sense in their world. The plan included three components:
Business Briefs, a quarterly newsletter that delivered news and actionable ideas, not just products.
Free Facts-On-Demand fax documents that heralded new products and strategic business-building information.
Business Briefs Web site to supplement information contained in the printed counterpart.
Big Bank, Small Business Both Triumph
80 percent of readers agree that Business Briefs — featuring information about Hibernia’s small business products and services — is useful in helping them achieve their business goals.
30 percent of those readers were compelled to inquire about Hibernia products and services.
The revamped Facts-On-Demand fax documents generated a 2,400 percent surge in response, presenting significant selling and relationship-building opportunities for the bank.
^ Business Briefs, a quarterly newsletter
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