125
Internal Stakeholder Interviews
1,559
Survey Respondents
125
Focus Group Participants
10
Financial Institutions Analyzed
M&T Bank's path to genuine cultural connections
We assisted M&T Bank in fostering authentic connections with diverse communities during key celebrations, promoting respect and positive engagement while enhancing brand inclusivity and cultural relevance.
The Brief
M&T Bank aimed to authentically connect with their multicultural audiences during high-profile celebrations such as Black History Month, Pride Month, Hispanic Heritage Month, AAPI Heritage Month, and Native American Heritage Month. Previous attempts to engage these communities had backfired, with some messaging perceived as disingenuous or offensive. The challenge was to create a comprehensive strategic guidebook that would help the banks communicate effectively, respectfully, and genuinely with these diverse groups, ensuring that all communications resonate positively.
The Execution
Our agency conducted extensive market research, including a multicultural content audit, stakeholder discovery, consumer surveys, focus groups with community members, competitor analysis, and brand listening during multicultural celebrations. Using these insights, we developed a Multicultural Celebration Content Plan Brand Book and a Multicultural Terminology Guide for External Audiences. This guidebook provided detailed strategies on when and how to communicate with each community, identified topics to avoid, and outlined appropriate language and messaging to ensure authenticity and respect during cultural celebrations. The guidebook also offered specific recommendations for advertising, social media, internal communications, and community engagement.
The Result
The implementation of the Multicultural Celebration Content Plan Brand Book and the Multicultural Terminology Guide has been well-received. Staff at M&T Bank have started using the guide to inform their communications, leading to more positive interactions with multicultural communities. Early feedback indicates that the communities feel more genuinely represented and respected, enhancing the banks’ reputations as inclusive and culturally aware institutions. This strategic approach has strengthened the banks’ connections with diverse audiences, supporting their goals of fostering inclusion and celebrating cultural diversity authentically.
