Strategic Communications
The fact is, very few marketing or advertising agencies have the deep financial services experience that Austin Williams has. We’ve helped banks from New York to Texas communicate with precision through the complexities of mergers, acquisitions, and core conversions.
By bringing first-hand industry experience and unparalleled insights, our strategic approach ensures seamless transitions that bolster brand trust and market presence.
Brand integration campaign for bank merger
BNB merges with Dime Community Bank
When BNB, a top Long Island community bank (and our longtime client), was set to merge with Dime Bank, a local leader in the neighboring (yet different) Queens, Brooklyn, and Manhattan regions, AW was tapped to create a unifying brand position that would resonate with each market’s business targets.
Our “We’ve got your bank” creative platform provided a powerful solution. The integrated marketing campaign made the launch of the new Dime Community Bank all about its benefits to local businesses (not the merged institutions) – making the announcement exciting for customers and prospects alike.
In addition to developing the creative campaign, AW coordinated a strategic media plan that featured TV, radio, print, out-of-home, paid social, and programmatic display. The messaging evolved with the merger’s progression, keeping targets engaged and informed while building the new Dime brand.
In the first three months, the campaign garnered over 175M impressions and 500+ qualified commercial lending leads, with a 35% year-over-year increase in conversion rates. Now, two years later, the campaign’s still going strong with messaging that’s evolved to both brand and sell, focusing on the digital banking solutions businesses and consumers want most.
Branch acquisition marketing strategy
New York bank enters East Syracuse market
When a regional New York bank asked us to develop a marketing strategy less than one week before announcing a branch acquisition in a new market, we were up for the challenge.
Our three-phase approach spanned six months and identified key phases of the acquisition process with internal and external communication plans. The strategy ensured stakeholders were informed (but not overwhelmed), excited, and engaged – establishing a solid foundation for the bank’s continued growth.
Acquisition and conversion communications
FirstCapital Bank of Texas’ acquisition of Fidelity Bank
In March 2019, FirstCapital Bank of Texas (FCBT) acquired Wichita Falls-based Fidelity Bank to expand its footprint in the region and strengthen financial offerings to the banks’ combined customer base. With this acquisition, FCBT grew its total assets by 54% to $1.7 billion.
Tapping into FCBT’s “Banking that puts you first” tagline, the messaging AW developed reassured customers that these two trusted institutions were coming together to put them ahead. AW’s integrated media plan included out-of-home, print, and programmatic display, with our art directors designing collateral for in-branch messaging.
Merger communications and new customer onboarding
Bridgehampton National Bank (BNB) acquires two banks in two years
The mid-2010s were a time of rapid expansion for BNB, which doubled its footprint in less than two years when it acquired First National Bank of New York (FNBNY) in 2014 and Community National Bank (CNB) in 2015. AW supported their marketing and communication efforts through both.
The goal was to maintain continuity for former FNBNY and CNB clients and build a positive perception of BNB’s growing presence. AW developed a comprehensive strategy that leveraged multiple channels and tactics, including display banners, direct mail, collateral, and website messaging. Altogether, our plan addressed the diverse needs of stakeholders while demonstrating BNB’s commitment to its clients and the community.
