Per the Bank’s Legal and Compliance group, the entire Welcome Package – including product change information, general transition details and legal disclosures – served as a Change in Terms, so the contents of the Welcome brochures needed to focus on change, with little or no sales or marketing content.

It was essential that the 2+ million customers of the acquired bank, Bank of the West, felt confident in their new bank and were reassured that BMO would serve the needs of all segments.

Develop four Welcome brochures – one each for Personal, Small Business, Wealth and Commercial – to present the relevant transition information while embracing the BMO brand.

Cover photography was segment-specific; photography utilized throughout each of the 28-page brochures added warmth and visual interest to a content-rich package component.

Product change information was delivered in a personalized letter, with custom messaging for each of the customer’s accounts, bundling accounts to minimize the number of separate mailings to a customer.

Position the conversion mail package as the centerpiece of a multi-channel communications journey, including emails, online/mobile messaging, a robust online Welcome Center and frontline employee support materials.