Cookerly Helps SunTrust Shine with Solid Results

Overview

Economic upheaval over the last several years caused attitudes toward the banking industry and personal finances to shift prompting consumers to reevaluate banking relationships. SunTrust seized the opportunity to strengthen business and increase awareness of its brand, products/services and expertise. Cookerly was selected to lead a comprehensive public relations program and provide strategic direction on banking programs/issues.

Objectives

Cookerly was charged with raising awareness and increasing visibility of SunTrust’s capabilities and expertise across business lines leveraging the bank’s financial stability, community relations and image as a company that helps individuals Live Solid. Bank Solid. Moreover, the agency wanted to establish SunTrust as an innovator and industry-leader for social media programs.

Strategy and Tactics

Cookerly developed a high touch, relationship building campaign focused on media relations and community outreach nationally and throughout ST’s footprint. The agency supported campaign platforms based on research emphasizing themes important to consumers to differentiate the bank’s products/services and overall branding across the main three lines of business:

• Retail PR efforts focused on the bank’s support of the Live Solid lifestyle with educational tools delivered via social media and LiveSolid.com; Bank Your Way responded to consumer preferences for flexible banking options
• Commercial efforts supported Business Class Banking to highlight SunTrust’s commitment to business clients and excellent service
• A Geographic Banking program was designed to spotlight management and humanize the brand in the local markets
• Wealth outreach emphasized retirement planning and the Sports and Entertainment Specialty Group.
• Social Media supported all marketing efforts including the MasterCard check card conversion with free Sugarland concert for new account holders; launched Bank Statements blog and YouTube; “Man on the Street” videos, using real voices to educate consumers about regulatory changes/ promotions. In addition, the agency provided strategic direction and creative execution across all channels (Live Solid Facebook, Live Solid Twitter, ST Facebook, @AskSunTrust, ST Twitter), ensuring message consistency and developed ongoing features to actively engage consumers. .

Plans were implemented simultaneously across LOBs to leverage crossover opportunities. The agency consistently communicated with media, relying heavily on direct, customized pitches to support campaigns and leverage industry trends.

Results

• Cookerly proactively engaged media and cultivated relationships with more than 275 reporters, editors and bloggers at publications across ST’s footprint and nationally. Outreach resulted in more than 500 media placements reaching a total audience in excess of 1 billion and an advertising equivalency of more than $15 million.
• Media coverage appeared in more than 160 outlets – consumer/business/trade/online – across the ST footprint and nationally, including USA Today, U.S. News & World Report, Washington Post, Washington Business Journal, Atlanta Business Chronicle, Miami Herald, Orlando Business Journal, to name a few.
• LiveSolid.com received more than 640,000 visits during 2010, resulting in more than one million page views on the site.
• The Bank Statements blog, launched in June 2010, attracted 18,000 total page views and 7,000 blog visits through the end of July 2011
• Five social media channels now have approx. 42,000 followers, more than most industry competitors
• @Ask SunTrust- Twitter achieved an 88.1% response rate on a volume of 17,408 interactions with consumer
• Agency monitored major news outlets daily for industry news/trends/issues of note and provided bi-weekly summaries to client. Conservatively, more than 4,000 articles were reviewed.
• Cookerly was awarded PRSA’s (Public Relations Society of America) Phoenix Award for the best media relations project in the financial services category for coverage secured of ST’s financial education website LiveSolid.com.