"Avanza Con Usted"
one of the 3 largest retail banks in Chicago with 140 branches, wanted
to expand its concept of community banking to aggressively meet the needs
of a large and growing Hispanic population. Leveraging its strategic alliance
with Grupo Financiero Bancomer, the Bank sought to better understand the
needs of this market.
Access Worldwide, the Bank conducted a 600 person quantitative consumer
research study to learn about buying behavior, product preferences, etc.
Several focus groups were held to refine our learnings. Key findings were:
- Spanish capabilities
are critical in all areas of customer service delivery
- Convenience of
access is imperative
- Consumer perceptions
of customer service among most financial institutions are low
- Usage of many products
under indexes the general market, suggesting opportunities for growth
a relatively small historical presence in the community, Harris Bank had
low brand awareness, as evidenced by the research. Moreover, there was
little recognition of the Bank’s formal logo mark, a signature of a lion
logo with accompanying words. Also, Hubert, a cartoon drawing of a lion,
was not known, though when a costumed mascot of the lion engaged with
Hispanic families and children he was well received.
- Build Harris brand
awareness in the Hispanic market throughout Chicagoland
- Build awareness
of lion icon and Hubert
- Demonstrate commitment
to the community through grassroots, event-driven, participation
- Support branch
openings through targeted direct marketing and promotional offers
- Increase utilization
of the bilingual call center
Build a campaign that positions Harris as the financial institution
of choice within the Hispanic community by forging an emotional connection
with the Hispanic consumer. Lazos Latinos, Vickers & Benson and Comadres
assisted the Bank in developing the strategic thrust of the campaign.
multifaceted campaign was employed to meet the above objectives. Creative
elements were developed by Comadres, Inc.
- The Bank chose
to focus on the aspirational nature of the Hispanic consumer. Thus a
tagline was developed that would better connect with the Hispanic consumer
(distinct from the Bank’s English language tagline - "Helping You
Make Better Choices"). This tagline is "Harris Bank Avanza
Con Usted" "Harris
Bank Progresses With You", which conveys that Harris is progressing
and growing with the Hispanic community.
- A graphic icon
was created to support the tagline and generate visual interest
- A radio and print
campaign was executed. The radio spot introduced the "Avanza Con
Usted" theme, and this was carried through to the creative of the
print ads. The print ads, which ran on consecutive right-hand side pages
in newspapers, were also intended to drive home the logo of the Bank
as a lion. In both radio and print, 1-888-LEON-605 was promoted.
- In-branch merchandising
posters were created, including a "Hablamos Español"
to inform customers that a particular branch has Spanish language capabilities
– using Hubert the Harris lion (Hubert gives the Bank a friendly, approachable
- Bilingual direct
mail pieces were geographically targeted, and included Hubert and promotional
offers designed to generate in-branch traffic at new branches.
- Outdoor advertising
was selectively placed to support the branch openings.
- A new wire transfer
product was introduced and photos were used for the brochure to establish
an emotional connection between Harris and its customers who need to
send money to relatives and friends in Mexico. The radio spot was adapted
to incorporate a "no transfer fee" promotion, and a direct
mail piece was developed.
- Harris developed
a community outreach plan that included participation at numerous events
and parades, in addition to strengthening ties to community-based Hispanic
- PR was utilized
to increase awareness of Harris in the community, support branch openings,
and to develop relations with Hispanic media. Meetings were held with
editors of the largest Spanish-language newspapers, as well as those
of local newspapers in particular communities.
initiated an aggressive plan to make it more accessible to the community,
including building more branches in Latino neighborhoods, establishing
a bilingual call center, and creating a Spanish language website.. Fifteen
branches are now designated as "bilingual branches, " and thus
have Spanish-speaking staff, product brochures and marketing materials,
and the wire transfer product.
While it is preliminary
to gauge the results against all of the objectives, the Bank has witnessed
a 34% increase in calls to the bilingual call center. It has also surpassed
planned activity in its first branch opened under this initiative in September