CHARTER ONE FINANCIAL, INC.

CHALLENGE

Create brand awareness in local market and rapidly expanding footprint. Communicate culture and brand identity to Wall Street analysts and ever-increasing employees throughout the company.

APPROACH

Designed, wrote and produced annual reports for investment community – including an online, interactive version – reinforcing management's key messages of growth. Developed themes and collateral packages for analyst meetings. Established strong working relationships with key reporters in local, national and trade media. Media trained division presidents and key spokespersons to reinforce message discipline. Created and produced quarterly tab-size employee newsletter. Provided counsel for quarterly reports, crisis situations and numerous management initiatives.

RESULTS

Earned highly visible placements in major business publications (The Wall Street Journal, Kiplinger's and American Banker) in addition to extensive news coverage throughout local markets. Track record of successful growth recognized by industry analysts and media. Strategic business objectives achieved through acquisition by Royal Bank of Scotland.