CASE STUDY | M&A Communications

CLIENT: Bear State Bank

Bear State Bank reached a definitive agreement to acquire Metropolitan Bank. BKM Marketing’s Bank Merger Marketing team developed a comprehensive merger communications program that focused on retaining Metropolitan Bank’s customers and making the transition as seamless as possible for customers, in order to ease any M&A anxiety that customers may feel.

Challenge:

Bear State Bank reached a definitive agreement to acquire Metropolitan Bank. As a result, Bear State reached out to BKM to develop a comprehensive merger communications program in order to retain Metropolitan Bank customers and ease possible customer anxiety about the transition.

Solution:

Using a proprietary customer identification process, BKM worked with the Bear State marketing team to create four branded communications for the Metropolitan Bank customer base:

  • Announcement Letter
  • Welcome Kit
  • Online Banking Kit
  • Conversion Reminder

In addition, BKM created digital assets that were incorporated into an Online Hub for customers to access up-to-date conversion details.

M&A Program Elements:

  • Customer Segmentation
  • Data Management
  • Direct Mail
  • Digital Marketing
  • Production

Announcement Letter

notifying customers of the pending event

Bear State Bank Merger Announcement Letter
BEAR STATE BANK | ANNOUNCEMENT LETTER

Online Hub

online hub for customers to access conversion details at their convenience

Bear State Bank Merger Online Hub
BEAR STATE BANK | ONLINE HUB

Welcome Kit

let customers know just how the merger will impact them and when changes would take place

Bear State Bank Merger Welcome Kit
BEAR STATE BANK | WELCOME KIT

Online Banking Kit

detailing important dates and details on how to login for the first time after the conversion

Bear State Bank Merger Online Banking User Guide
BEAR STATE BANK | ONLINE BANKING KIT – USER GUIDE

Conversion Reminder

focusing on key dates and times, delivered one week prior to the conversion weekend

Bear State Bank Merger Conversion Reminder
BEAR STATE BANK | CONVERSION REMINDER

Account Summary

additional welcome kit resources including an individualized summary of a customer’s accounts

Bear State Bank Merger Welcome Kit Account Summary
BEAR STATE BANK | WELCOME KIT – ACCOUNT SUMMARY
Case Study Bear State Bank CMO Shelly Loftin


“The BKM team is phenomenal.  When you are a community bank, you wear a lot of hats and working with a team that understands that and is comfortable helping you manage such large, complex projects on a tight timeline is invaluable.”

Shelly Loftin | Chief Marketing Officer, Bear State Financial