Brand Management / Chemical Bank

Author: Josh Hovey
Date: April 19, 2019

Goal: Brand reputation management;

Outcomes: Increased brand visibility, national earned media coverage, online community engagement;

Our Work: When Michigan-based Chemical Bank decided it would acquire and merge with Minneapolis-based TCF Financial Corporation, the company turned to Truscott Rossman to lead its communications for the announcement.

The $3.6 billion merger would create the 27th largest bank in the country with 526 branches across nine states. It was imperative that the announcement went smoothly.

Our team partnered with Chemical Bank’s leadership and communications team to develop the internal and external messaging and plan the news conference announcing the merger. The strategy was to provide embargoed interviews to targeted media outlets and then hold a news conference in Detroit where the newly merged bank would soon be located.

In addition to developing messaging, coordinating all media relations and providing on-site support for the announcement, Truscott Rossman also supported the bank’s online community management by monitoring and flagging social media posts in need of response.

The announcement was a resounding success. Across the country, more than 500 media stories and 300 social media posts were generated about the deal in the first week alone.