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: Corporate Communications, Investor Relations, & Public Relations Categories
Nomination Sub Category: Communications or PR Campaign of the Year - Climate Change
 Nomination Title: 2023 BMO Climate Institute Business Leaders Survey
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated campaign or program, OR written answers to the questions for this category? CHOOSE ONE:
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers to the questions for this category, you must answer this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 46 words used.
BMO’s Climate Ambition is to be its clients’ lead partner in the transition to a net-zero world. The BMO Climate Institute Business Leaders Survey was designed to uncover attitudes, challenges, and trends around climate change and sustainability. It initially focused on small and medium-sized business leaders.
- If you are providing written answers to the questions for this category, you must answer this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 170 words used.
In its second year, the objectives were to broaden the content’s focus beyond small and medium-sized business to a bank-wide audience, strengthen the profile of BMO’s experts as thought leaders, and increase audience engagement.
The use of animated branded social assets to increase executive engagement was new for BMO. Also, we extended the life of this campaign and generated more value from the investment in content by executing on a Phase 2 strategy. The Phase 2 content enabled us to address additional questions and themes that the survey research produced in a way that focuses specifically on our core audiences.
This campaign used both quantitative and qualitative metrics. In 2023, the second year that we produced the Business Leaders Survey, the baseline used was the 2022 campaign. The quantitative metrics included:
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Number of news media articles produced,
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Social media impressions,
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Page visits,
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Average time spent on BMO sites.
The qualitative measures included:
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Quality of internal and external testimonials,
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Bank executive engagement,
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Use of the survey data post-launch in other content.
- If you are providing written answers to the questions for this category, you must answer this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2022. Even if your initiative started before 2022, limit your response to activities and results since the beginning of 2022 only (up to 250 words):
Total 172 words used.
We produced an online report featuring interactive infographics that focused on actionable insights for our core audience of business leaders. We produced animated branded social assets to strengthen engagement by BMO’s executive leadership (including the bank’s CEO), employees, and bank social handles. Additionally, we featured BMO’s thought leaders more prominently than in the previous year in the online report.
We executed a two-phase amplification strategy: (1) organic social promotion, including shares by BMO senior executives, and a media campaign with press releases and media outreach in Canada and the United States and (2) paid promotion of the infographic as part of a sponsorship of the 2024 BloombergNEF Summit in San Francisco and an integrated B2B advertising campaign.
Organic social and news media campaign preliminary results:
- You have the option to reference here any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
- If you are providing written answers to the questions for this category, you must answer this first question: Specify the date on which this campaign or program was launched:
October 25th, 2023
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