CHALLENGE
In the marketplace statewide for 22 years, Bank United wanted to create a creative and attractive Annual Report that would provide all the necessary and required financial information, while greatly enhancing the readability of the target audience.
The community connection of BankUnited to the various demographic audiences throughout the state and to its shareholders throughout the US would be crucial for the bank’s continued growth.
As a fully bilingual PR and Marketing agency, The Conroy Martinez Group was ready to answer the call.
STRATEGY
While financial information was provided by the executive branch to the agency, it was The Conroy Martinez Groups charge to create a very attractive, user friendly approach to the annual report, highlight more than just the financial connection to account holders.
What did the bank mean to each of the communities it served throughout the State of Florida – communities in Miami-Dade, Broward, Palm Beach, Hillsborough, Charlotte, Collier, Lee, Martin, Sarasota and St, Lucie? Each community had cultural and ethnic mixes unique to their locations.
The branches understood their respective communities and The Conroy Martinez Group took a hands-on approach, talking to key bank leaders in each area of expertise and around the state, until a plan emerged, one that showed both the reach of the bank economically and the connections that each community had to others through the bank’s local involvement in their daily lives – their celebrations, holidays and events.
RESULTS
A single year assignment became a threepeat for The Conroy Martinez Group. The three years of a very creative new approach to delivering the financial information paid off.
There was a very positive response from employees, who were featured in the photos, from shareholders who found the report interesting to read and easy to use and from bank leadership, who enjoyed the positive responses. With an Annual Report that touched all communities, the professional services industry and new businesses were drawn to BankUnited as never before. The report served as a catalyst to further BankUnited’s connection to and business with their respective communities.