Company: Bank Of Montreal
Company Description: We’re proud to be fueling growth and expanding possibilities for individuals, families and businesses. More than 12 million customers count on us for personal and commercial banking, wealth management and investment services.
Nomination Category: Video Categories
Nomination Sub Category: Financial Services - Banking
 Nomination Title: Brian Belski’s 2023 Market Outlook
- Date this production was first released/publicly viewed:
December 19, 2022
- Briefly describe this entry's communications objectives and how it met those objectives (up to 200 words):
Total 185 words used.
Brian Belski’s annual market outlook has been a tradition in clients’ inboxes for the past seven years. Our goal this year was to get clients to engage with our content and our bankers, knowing that although the economy was uncertain, BMO had the expertise that could help clients grow and maintain their businesses during this time.
We produced a U.S. outlook and a Canadian outlook which were a mix of Brian’s engaging presentation and animated graphics. We published the videos to our websites and posted them on LinkedIn, but our most impactful promotion was targeted, personalized emails sent to contacts in our CRM system that appeared to come from their assigned Relationship Manager. We sent these emails to 8,700 senior business leaders at mid-market companies. The email generated a 30% open rate (up 3.45% YOY), a 4% click rate (up 14.29% YOY), and, most importantly, 72 replies that went directly to relationship managers, making this an effective conversation starter. Along with social media and other organic distribution, these videos have been viewed 2,695 on our websites (up 7.8% YOY).
- Provide the applicable creative and production credits for this entry:
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Rick Kuwayti, Chief Marketing Officer, B2B Marketing, Events & Design, BMO Financial Group
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Kim Hanson, Head, B2B Thought Leadership Content, BMO Financial Group
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Grace Mistry, Head, B2B Advertising, BMO Financial Group
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Mani Oller, Senior Marketing Manager, B2B Thought Leadership Content, BMO Financial Group
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Veda Krzman, Marketing Manager, B2B Thought Leadership Content, BMO Financial Group
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Electra Economopoulos, Marketing Coordinator, B2B Thought Leadership Content, BMO Financial Group
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