Regardless of how much press attention your merger attracts, regulators, community leaders, and non-profits supported by the acquired institution will be paying attention. And in this age of increasing social awareness, your acquired customers will also be interested in their new bank’s community impact + involvement.
COMMUNITY CONSIDERATIONS FOR ACQUIRERS
1. Identify and acknowledge “sacred cow” community commitments that your new customers associate with the acquired bank’s brand. These include road race sponsorships, support for a local art center, funding for social activism, financial literacy, and other civic support.
2. Highlight your own bank’s community initiatives.
3. Involve community relations staff early, and determine if there are any existing banking relationships with community leaders or organizations.
4. Develop community-inclusive messaging for all communications.
Bank Merger Marketingby BKM Marketing is best known for its deep expertise in banking and financial services marketing. However, our broader BKM team also helps leading firms in other industries build their brands and revenues through action-driven communications. Visit BKMMarketing.com to learn more.
