CHICAGO: Harris Bank, a major midwest financial institution, has stepped up its PR efforts in the Hispanic community.
CHICAGO: Harris Bank, a major midwest financial institution, has
stepped up its PR efforts in the Hispanic community.
The move is significant in that few, if any, banks in the region have
embarked on a similar marketing push. In addition to PR-centric and
advertising initiatives, Harris (a unit of the Bank of Montreal) is also
opening new branches in Hispanic neighborhoods and adding a
Spanish-language component to its web site.
Maeve Kiley, a senior media relations manager at Harris, said that
branches in Hispanic neighborhoods are being supplied with bilingual
materials and that a bilingual call center has been established. Other
planned PR support includes publicizing branch openings, creating
community outreach programs and attempting to promote the bank’s
Hispanic executives to Hispanic media outlets. Harris has also created a
Hispanic banking group that will receive PR support from the bank’s
corporate communications department.
The bank plans to work with Lazos Latinos, a Hispanic strategic branding
and marketing firm, as well as with Comadres, which will coordinate
advertising and in-branch marketing efforts.