Sterling’s 76-branch network and online presence were rebranded as Webster at legal close when the two companies officially merged. It was important that Sterling clients were aware of the name change, but that both banks operated separately until systems were combined at a much later date.

Direct mail, email and additional digital tactics were implemented for Sterling clients several weeks before the legal close to set expectations of the change.

At LD1, seven versions of a direct mail letter – to both Webster and former Sterling clients – announced that Sterling had become part of Webster, previewed immediate benefits (e.g., no-fee ATM sharing) and reinforced what was not changing. All Sterling letters enclosed a Webster Fact Sheet to familiarize recipients with Webster, its values and services.

Emails, a landing page, branch TV screens and other tactics presented the information in all available channels to ensure awareness of the merger and its benefits.