Work

Bank of America

Situation
Bank of America is one of the largest financial services companies in the United States, with clients in more than 150 countries and a relationship with 99 percent of the U.S. Fortune 500 companies. And yet, loan producers did not consider Bank of America for employment and did not notice Bank of America’s recruitment efforts.

Strategy
Develop a campaign to get the attention of busy loan producers, and create a buzz that Bank of America is the place to be for career development. Track the overall results of each media outlet from a click-to-a-contact-to-a-recruit. And finally, develop a contact management database for the entire mortgage department.

Solutions
e-storm launched a comprehensive targeted online campaign – with an opt-in email, a newsletter, banners, and community sites – around the concept of “driving your career further” with a mini-cooper as an incentive offer. Our online campaign was tightly integrated with a comprehensive direct marketing effort, which included: an advertising overlay in industry publications and newspapers, a high-touch mailing, and a Western Union telegram that instilled a sense of urgency. Traffic was directed to a customized landing page that captured lead information. And of this was tracked through our custom-built lead and contact management database.

Results
Thanks to this initiative, Bank of America recruited more than 10% of its mortgage division workforce over a 1.5-year period. The campaign far exceeded client expectations, generating more awareness for Bank of America as a possible employer than they had seen in years.