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Building an Image for Bank of North America
        
Challenge:

• A longtime client of the firm purchased five failed Savings & Loan institutions and formed a de novo commercial bank.

• The bank encountered numerous obstacles, including overcoming a lack of confidence by state and federal regulators.

• Building market share as an unknown financial institution as well as competing with well-financed and highly recognizable banks in Dade and Broward Counties.

• The obstacle of having only one Dade location, with nine in Broward and one in Palm Beach, spreading marketing dollars thinly over a broad geographic region.

Approach:

• Educate the media as to the history, strength and social responsibilities of the company.

• Provide proactive media relations supporting Bank of North America's messages.

• Build brand awareness in key markets and saturate promotional campaigns for new and unique products. 

• Profile the bank's capabilities, executives and build market share.

• Create a positive environment for career opportunities for new and existing employees.

Results:

• The new bank built market share and assets quickly and expanded.

• Because of customer accounts, quality and recognition, the bank quickly expanded and became profitable; it was later sold to Bank Atlantic.

• ECA's chairman served on the founding board of directors at Bank of North America for six years, was elected chairperson of the CRA committee, and served on the audit committee.
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