This is a classic case study about core conversion best practices. In 2024, Los Angeles-based PCB Bank took on a total system upgrade and a complex communication challenge. With branches from coast to coast, operations in three time zones and an English- and Korean-speaking customer base, bank executives knew their success hinged on a clear, consistent and authentic communication plan. Here’s how Pannos delivered it.
Services used on this project
- Web
- Design
- Content
- Email Marketing
- Print Production
- Strategy
Project Goals
The Ask:
Develop a communication strategy that complies with regulations, keeps customers informed about upgrades, and translates easily from English to Korean.
The Answer:
Take a three-pronged bilingual approach, featuring a landing page, a multi-phase email journey, and a comprehensive guide in the form of a mailable booklet.
Develop a communication strategy that complies with regulations, keeps customers informed about upgrades, and translates easily from English to Korean.
The Answer:
Take a three-pronged bilingual approach, featuring a landing page, a multi-phase email journey, and a comprehensive guide in the form of a mailable booklet.
Process
The booklet came first. Designed to provide details like key dates, specific changes and FAQs, it would need to be translated from English to Korean and distributed across the bank’s bi-coastal footprint. The creative had to be clean, bright, energetic and straightforward to not only inform but build excitement.
Next came the digital campaign elements, including a landing page that served as a digital information hub and four eblasts to be strategically deployed throughout the conversion. The first eblast focused on “enjoying upgraded banking technology” and alleviating stress around changes to sensitive bank data. The second outlined the nature and timing of the changes. The third provided post-conversion action items for online banking access. The fourth and final eblast announced the conversion’s successful completion.
Next came the digital campaign elements, including a landing page that served as a digital information hub and four eblasts to be strategically deployed throughout the conversion. The first eblast focused on “enjoying upgraded banking technology” and alleviating stress around changes to sensitive bank data. The second outlined the nature and timing of the changes. The third provided post-conversion action items for online banking access. The fourth and final eblast announced the conversion’s successful completion.
Results
PCB Bank reported a smooth, incident-free transition for thousands of personal and business banking customers. To avoid hiccups for business customers, the bank provided pre-launch one-on-one training on the new system. Within a month of the launch, PCB Bank had received nothing but positive feedback from over 6,000 satisfied users.
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