RBC Bank was on a mission to grow its U.S. customer base through strategic communications. Understanding that Canadian “snowbirds” (Canadian citizens living part-time in the U.S.) were a key segment of their customer base, Largemouth developed customer testimonials, e-newsletters, client emails, web copy and informative blog posts with tips and information on cross-border banking. To maximize the impact of the communication strategy, Largemouth leveraged the content of these digital assets to pitch key local and real estate trade publications and secure earned media coverage.
RBC cross-border banking takes center stage with Canadian “snowbirds”
RBC Bank captures customer journeys through digital and earned media
Challenge
Ideas
Largemouth engaged with key RBC Bank leaders to uncover compelling customer storylines and provide strategic recommendations on digital assets that would resonate with current clients, potential clients, and U.S.-based realtors with Canadian clients. Proactive media pitching was a key focus area, with Largemouth capitalizing on real estate conferences and timely industry trends to pitch real estate trade publications, real estate bloggers, and snowbird community publications. A “Realtor Appreciation Week” event featuring HGVT star Kimberly Seldon created the perfect backdrop for RBC Bank to connect directly with local realtors in Naples, Florida, and showcase their expertise in cross-border financing.
Impact
The campaign generated millions of media impressions in real estate trade publications, in addition to local news in cities with a high concentration of snowbird residents. The digital assets – including the bank’s first customer testimonials – enabled RBC Bank to demonstrate its unique expertise serving customers with cross-border banking needs.
7.7 million
media impressions
33% YOY
increase in trade media coverage
