Eastern Bank Pumps Up Its Profile for Boston Businesses

Salem, MA—July 2003—In a difficult market, Boston-based Eastern Bank wanted to let small and mid-sized business owners know that it understood their concerns and was willing to offer viable solutions to the challenges. The bank felt the best way to reach the segment was face-to-face, through a seminar structured around their business needs. Using the Inc. co-brand to help draw attendees in, King Fish successfully marketed and implanted a hands-on seminar, "The Upside of Downtimes(s): How to Grow in a Challenging Economy."

 

"The challenge for Eastern Bank was creating an event that would strengthen local ties to small and medium-sized businesses. While the market was difficult on a nationwide basis, the bank knew the seminar's content would need to focus on local issues to succeed in positioning it as a key local resource and partner to the segment," says King Fish's Director of Sales and Marketing Brad Ketchum III. "To make sure the issues resonated with the attendees, we created a panel composed of four successful local business owners and a Boston-based economist, moderated by Eastern Bank Chairman and CEO Stanley J. Lukowski. Prior to the event, we marketed to 6,500 local business owners and saw a turnout of better than 100. The attendee feedback told us that the seminar was well-targeted and offered both quality content and the opportunity for participants to learn from others dealing similar challenges."

 

About King Fish
King Fish develops unique, groundbreaking Private Media campaigns, allowing our clients to deliver fresh, targeted content to their customers through media designed to fit their specific communications needs. Our media solutions range from newsletters and four-color, advertising-based magazines to e-newsletters, website development, seminar development and much more.

 

Private Media is a unique method used to structure your communication strategies. It is a broad-ranging and customizable way to reach our client’s customers through, yet not limited to, relationship marketing, custom publishing and lead generation. These tactics make Private Media highly effective in reaching the ultimate goal of creating an affinity-based customer community for our clients.

 

The King Fish team has developed and launched communications programs for a diverse base of clients, spanning an array of industries. Use this link (www.kingfishmedia.com) to view samples of electronic and print work done for ATG, Bank of America, Cendant, CMP, Conn-Selmer, 3COM, Maine Times, PC Connection, Shaw's, Veterans Business Network and others.

 

About Eastern Bank
Eastern Bank is the largest independent, mutually owned bank in New England whose distinguished history, dedication to superior service and commitment to providing customers with financial expertise have left an indelible mark on Greater Boston. Founded in 1818 and headquartered in Boston, Eastern has combined prudent management with well-timed acquisitions to evolve from a modest savings bank to the fourth-largest commercial bank in Greater Boston. With $4.6 billion in assets with more than 50 branches stretching from Newburyport to Brockton, Eastern has the size, technology and knowledge to serve our consumer and commercial bank customers, and meet the investment management needs of individuals and organizations.

 

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