Republic National Bank's Rumor Crisis, IPO and Headquarters Opening
Challenge:
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To implement crisis communications and corporate image management while the company underwent “growing pains” such as when faced with a possible merger and during their Initial Public Offering.
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To secure media coverage for the opening of the new corporate offices.
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To foster a positive corporate atmosphere and employee retention during a period of uncertainty.
Approach:
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ECA implemented various tactics in order to create a company atmosphere where employees felt secure despite changes within the company. Republic National Bank wanted employees to feel as if it was business as usual. ECA arranged a town hall meeting where employees could voice their opinions and be heard by company executives. They also installed a rumor control hotline to ensure that employees were kept up-to-date with all the company news.
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ECA worked closely with the internal human resources department to send out frequent communications in conjunction with the biweekly salary payments.
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ECA coordinated a “Picnic in the Park” for the launch of Republic Bank’s new headquarters. The firm handled all communications aspects from press materials to drafting the timeline and script for the ribbon-cutting ceremony to coordinating a proclamation from the mayor in close coordination with the City of Coral Gables.
Results:
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Florida Trend article on Republic National Bank with company president, Oscar Bustillo on the cover.
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Numerous print media hits in almost all local Spanish and English publications including, The Miami Herald, El Nuevo Herald, Miami Business, World City Business, Daily Business Review, Diario Las Americas, Coral Gables Gazette, along with placement in most of Miami’s local Spanish weeklies.
