September, 2004
Merger Communication 101
Building A Game Plan
Presented To
Louisiana Credit Union League
New Orleans
August 2016
About Murphy & Company
FinTech Marketing Experts
Established in 1995.
500 plus customers spread over all 50 states and
six countries.
Deep consulting background, supporting some of
the very first online banking roll-outs.
Today, world-class FinTech creative programs
and services, driven by 20 years of thought
leadership and best practices.
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September, 2004
Paul A. Murphy
Prodigy Services Company 1988
First Online Banking rollout 1992
Established Murphy & Company 1995
Banking Online For Dummies 1999
Expanded Murphy & Company 2001
500th Customer 2005
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The Game Plan
Let people outside the C-suite understand
and support the business case.
Don’t let marketing and communication be
the last car on the roller coaster.
Three Phases:
Pre-merger
Time of merger plans
Post-Merger
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September, 2004
The Business Case
ROI payback is more challenging.
There is only one chance to make a
first impression.
Cross-sell
Drive the perfect relationship.
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Business Case Action Items
ROI: Determine if payback includes
a factor for new account sales from
the acquired customers. If not,
consider adding it in as an accelerant
to ROI.
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September, 2004
Business Case Action Items
Driving the perfect customer
1)
2)
3)
4)
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Determine the best relationships from
your current customer base.
List those factors.
Compare that to newly acquired
customers.
Create plan to drive newly acquired
customers to a better relationship
Confidential (c) 2016 Murp hy & Company 888-652-8648
Business Case Action Items
Cross-Sell
You fight for location.
These fish are in your boat.
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September, 2004
Business Case Action Items
Make a good first impression.
You are spending millions on this
group of customers, spend a few
dollars more to rise above the #10
envelope.
Tip: Ask for a communication
allotment in the early stages of
planning.
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Pre-Merger
Reviewing the data from the acquired
bank:
Are the products noted properly in the
CIF?
Are SSNs/FEINs correct?
ALL UPPER CASE?
Is it organized by the account or the HH?
Data is a growing factor in valuations.
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September, 2004
Pre-Merger
Mapping the products to the newly
acquired customers
Are there price differences?
Are there cost differences?
Are they still competitive?
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Pre-Merger
Mapping Out Your Messaging
Are we adding new regions?
How does the new FI fit into the old
culture?
We are a _______ credit union.
We are your credit union for __________./
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September, 2004
At The Time Of Merger
Build out a resources/info page.
Single location for all information.
Drive all training efforts.
Drive all communication plans.
Drive customer support/service.
Lets take a look !
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At The Time Of Merger
Tools For The Resource Center
Welcome message
Calendar of events
Contact details
Welcome videos
Map of new locations
E-Services product overviews.
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September, 2004
At The Time Of Merger
Make sure your website and digital
content is ready.
If your FI is in the market for an
acquisition, but nothing is going on,
take this time to groom your on- and
off-line content.
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At The Time Of Merger
Make the first impression a big one
Welcome kit with benefit booklet.
Large format
Full-color
Personalized
Include compliance data
Direct mailed 30 days prior
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September, 2004
At The Time Of Merger
Staff Training
Resource center
Product grid
Timeline
Staff support contact
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Post Merger
Follow the new customers response.
Implement onboarding.
Determine high potential client
groups.
Create and implement a editorial
calendar.
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September, 2004
Final Thoughts
Make sure that communication effort
has equal attention as the actual
purchase and IT efforts.
If you are not in a merger posture
now, go ahead and get your tools
and data and training in line now.
Merger ROI
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Let’s take a look….
https://www.mtb.com/welcome/Hu
dsonCity/Pages/index.aspx
https://www.wilshirebank.com/ws
b/en/about/index_ba.asp
https://dayair.org/blog/welcometo-our-newest-members/
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September, 2004
Q&A
Murphy & Company, Inc.
www.mcompany.com
636.394.2116
[email protected]
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