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Guiding customers through the bank switch they didn't ask for

In August of 2016, KeyBank was in the process of acquiring First Niagara Financial Group in New York. First Niagara was the hometown favorite; it was also the second largest bank in New York. KeyBank wanted to avoid that perception of being the overbearing bank coming in and taking over the little guy. And they had good reason. Research showed that in general, consumers distrust big banks and that during acquisitions, consumers are 3x as likely to switch.


  • Reassure First Niagara customers

  • KeyBankIntroduce

  • Provide answers -- even when there weren’t any

What I did

  • Wrote all ongoing emails to First Niagara clients about transition happenings.

  • Coordinated and oversaw copy/video creation of all 150 questions for, including 60 video scripts, factoids and other brand messaging content pieces.

  • Coordinated with KeyBank and First Niagara’s brand managers, line of business representatives and compliance for approvals.

  • Created and managed the timeline covering the four-month transition to introduce new questions added based on new developments and emerging situations.


  • Bounce rates below 20%; goal < 50% (industry average)

  • 428,366 question and factoid views

  • 143,128 video views:

  • 85% video completion rate; goal > 70%

  • 1,108 hours of video content watched

  • 77% of visitors viewed multiple pages

  • Average time spent on-site was more than 3 minutes 

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