SITUATION

PNC Bank offers complete commercial, retail, and investment banking services to over five million customers. The bank hired us to turn around underperforming branches and open new branches across eight states.

BRAND MARKETING SOLUTION

Our strategy was to make PNC, a giant bank, feel like each community’s local bank. For every new branch, we assembled a community guide that informed bank staff about local leaders, organizations, events, and media outlets. We then created pre-opening plans, Grand Opening Celebrations, and sustaining promotion programs, tailored to each location.

RESULTS

This effort grew Penn Mutual's pool of potential broker candidates. It also provided the opportunity to begin conversations with the students about the longer-term benefits of life insurance and the role it can play in well-thought financial plan.