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Posted on 03.04.2011
Campaign Energizes Employees and Communicates Brand Promise Effectively
Merger mania hit Memphis in 2004, when out-of-state institutions absorbed five local banks. Even local Memphis business icon Union Planters Bank was acquired by Regions Financial Corp. of Birmingham, Ala., during that year. The goals were to keep the UP brand top-of-mind during the period leading up to the name change as a result of the acquisition, retain customers and energize employees. Lovell was engaged at the end of January and the campaign was to launch the first week in March.
Strategy and tactics
Lovell developed a strategy to illustrate how the merger added value to customers while demonstrating that the bank is still an important, reliable local Memphis institution.
Through a new slogan – We’re Still the One – we communicated UP’s brand promise that we are changing our name, but our commitment to providing superior products and services remains the same. Print, television and radio advertising echoed the theme by featuring longtime local bank employees. The theme and the new advertising were presented in advance to employees at a special launch party to honor employees’ efforts during the critical transition period. Advertising began running the next morning.
Employees were energized and able to clearly and effectively communicate that Union Planters Bank is “Still the One.” Customer and retention goals were met.
“The Lovell Communications team members immersed themselves in our culture to develop an advertising campaign that was relevant, memorable and successful – and helped position our bank as the market leader in the critical period leading up to our merger with another bank. Our goals were to retain customers and engage employees. Both the strategy and the execution were right on target and we received tremendous positive feedback from our external and internal publics.”
Vice President of Marketing