Media & Community Relations for an Acquisition by Rockland Trust

The Opportunity

Belfort Group (BG) was tasked with announcing the acquisition of Benjamin Franklin Bank by Rockland Trust in 11 different cities and towns west of Boston. We needed to create and implement a strategy to familiarize existing customers with the new leadership and expanded services while assuaging any concerns about the transition.

The Strategy

To achieve this goal, BG developed prioritized messaging and media trained the executive team to address key customer concerns. We conducted in-depth media outreach and distributed photos to news outlets for several community events and appearances to show both the new and familiar faces of Rockland Trust. BG also executed a visibility building campaign, which included a “wrapped” mobile van that traveled to various communities and distributed branded giveaways.

The Result

BG secured a high volume of news coverage, including local cable news segments featuring branch spokespeople, a CEO interview on NECN’s New England Business Day, multiple newspaper placements in all 11 local papers, plus regional coverage in the Boston Globe and Boston Herald. We built significant awareness about Rockland Trusts’ culture and delivered a seamless transition before, during and after the acquisition.