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BankBoston
Overview/ Objective
Several years ago, BankBoston sought an aggressive lobbying campaign to defeat a bill banning ATM surcharges. While BankBoston did not charge these fees at the time, it wanted the option in the future. The bank hired Denterlein Worldwide to create and implement a communications campaign that supported its lobbying efforts.
Strategy
Denterlein Worldwide presented a timeline for communications, lobbying and media outreach. Denterlein also developed a series of communications materials, including fact sheets on non-customer convenience fees, talking points for company spokespeople, letters to customers, advertorials, op-eds and legislative testimony.
Results
As a result of our outreach, BankBoston received neutral coverage on the legislative battle from most of the state's banking and consumer reporters. In addition, a majority of the state's editorial boards, including the Boston Globe — which reversed its previously stated position against the fees — supported BankBoston's efforts. The bill died in the legislature, and BankBoston later introduced the fees with minimal public outcry.
PNC Bank, New England
Overview/ Objective
PNC Bank, New England, a subsidiary of Pittsburgh based PNC Bank Corp., possesses a long history in Massachusetts. The bank hired Denterlein Worldwide to refocus its public image as a New England bank, and as an important member of the civic community.
Strategy
Denterlein publicized the particular expertise of each private banker through by-lined articles, media placements and speaking engagements. Denterlein also refocused PNC Bank's corporate giving and leveraged opportunities in charitable organizations where PNC Bank could help the community as well as gain business prospects. A series of civic leader luncheons introduced the bank's senior team to key referral sources and potential clients.
Results
Through several media placements, PNC Bank earned a reputation as a well-known expert in business and financial affairs within the Boston community. The luncheons not only elevated the bank's profile as a thought leader but also introduced the bank to a number of influential people within the New England community interested in services, or in referring new business.
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