Corporate communications:
M&I Bank

Challenge

Marshall & Ilsley Corp. (M&I) puts great value in the training and development of its employees to build strong teams and enhance communication as part of their corporate culture.  As new banks were acquired and the company continued to grow nationwide, M&I developed the need to ensure its messaging and brand were being carried out through its transition and introduction into markets where it had not previously had a presence.

Solution

M&I engaged Mueller Communications, Inc. (MCI) to carry out market and media research, media training and marketing communications efforts the “M&I way” as new markets were acquired throughout the country.  MCI customized media training and market analysis for new executives in each market and developed a template for introducing bank executives to media communications consistent with the “M&I way.”

In addition to executive training, MCI executed tasks specific to each market’s needs, including additional media market research, crisis communications, community outreach, and various media outreach communication through targeted pitches, bylined articles and opinion editorials.

Results

Through our work in Milwaukee, Minneapolis, Phoenix, Kansas City, Orlando, Sarasota and Indianapolis, we have successfully trained over 90 M&I executives in media communications, and executed numerous media outreach activities resulting in increased awareness of M&I Bank’s corporate values and culture in each of these markets. The exercises and outreach helped M&I clarify and define their messaging in a consistent manner throughout all of their markets, thus strengthening the company’s brand and identity and reinforcing the “M&I way.”

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