Community Resource Bank
Bank Merger Collateral Materials
Project.
When Community Resource Bank prepared to merge with 1st United Bank of Faribault, both institutions brought long-standing histories and deeply rooted community relationships, with CRB chartered in 1878 and 1st United in 1920. The transition required careful communication to ensure customers felt informed, supported, and confident throughout the process.
The primary challenge was not only communicating operational changes, but protecting trust during a major institutional shift. Messaging needed to clearly explain what was changing and what would remain the same, while uniting two established brands without losing the local identity and relationships customers relied on. Clear guidance around timelines, account updates, and new opportunities was essential across every touchpoint.
Solution.
Working within a multi-channel communication system, the solution centered on a unified campaign theme, “Let’s bank together,” designed to create clarity, transparency, and reassurance throughout the merger process. The messaging strategy was built to meet customers where they were, ensuring consistency across print, digital, and in-branch communications.
The system included core messaging development, a comprehensive welcome guide in both print and digital formats, a dedicated informational landing page, press communications, and coordinated email and social campaigns aligned with key transition milestones. Across every touchpoint, the focus remained on reinforcing continuity of service while clearly communicating the benefits of the merger, including expanded capabilities, additional branch access, and continued relationships with familiar staff.
