Though Huntington Bank, which is based in Columbus, Ohio, suffered a major blow during the Great Recession, it emerged with its commitment to the Midwest stronger than ever. As Huntington Bank’s 150th anniversary approached, its leadership team wanted to strengthen its brand and culture to attract and retain employees and customers alike, and engaged History Factory to make the most of the milestone.
We used our Clear Line of Sight™ methodology to establish an objective and identify audiences for anniversary programs and messaging. We also created a unifying theme and tactics to form the backbone of the campaign. The theme, “Welcome. Our Story for Generations,” tied seamlessly into Huntington Bank’s existing brand, paid homage to its customers and employees through the years, and invited today’s generation to join the celebration. Next, History Factory gathered stories throughout the bank’s 11 regions using our proprietary StoryARC™ methodology: holding sessions with employees, interviewing dozens of people and conducting research in banks and local historical societies. These provided the foundation for traveling exhibits, a coffee-table publication, an anniversary microsite, a social media video campaign and local customer events.
The anniversary microsite had more than 25,000 visitors, and the coffee-table publication was distributed to 7,000 employees and other stakeholders. Social media results were equally impressive, with more than 800,000 impressions on Facebook, more than 348,000 impressions on Twitter, and more than 434,000 impressions on LinkedIn.
To read Huntington Bank’s publication case study, click here.