Challenge

Establish thought leadership for this progressive 23-branch Connecticut-based mutual bank while honoring USB’s 150-year history.

 

Strategy

Create and promote content that shows target business customers how USB helps then compete and win – a “can do” community-based approach the bank has pioneered and excelled in for 150 years.

 

Success

Developed a business blog that quickly exceeded target unique visitor and time-spent goals – including a 21.8% open rate when distributed via newsletter. Secured thought leadership content in key financial service trade publications, including ABA Banking Journal and American Banker. Generate consistent regional and local coverage for key bank initiatives and new-generation tools and services.