Alabama customer retention campaign.

• Position: RBC Centura Bank - Brief article

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Customer Retention; First Place; Asset Size: Over $5 Billion

ABAMN Financial Marketing Awards

Institution: RBC Centura Bank, Raleigh, N.C.

The bank needed to establish brand awareness in a new market while building good will with customers who had undergone two bank acquisitions (AmSouth to Regions, then Regions to RBC) in a short amount of time.

Community banks latched onto the fact that RBC's parent company is based in Canada and ran anti-Canada messaging in the local media. Further, Alabama had a reputation for being hesitant to embrace "outsiders" as evidenced by the fact that the top three banks in Alabama were Alabama-based.

The primary campaign objective was to focus on the customers and their needs versus those...