Helping Make Money Make Sense

Client

BMO Harris

Services Provided

  • Branding
  • Creative
  • New Media
  • Public Relations

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Situation

BMO Harris Bank, Inc., based in Chicago with approximately 700 branches and 1,350 ATMs throughout the U.S., was looking to demonstrate commitment to financial education in a unique way while also supporting their brand essence of “helpful.”

To address this need, BMO Harris partnered with Zizzo Group and the Tribune Media Group to create a co-branded financial education initiative, called Helping Make Money Make Sense. Through the involvement of Chicago-based media partners, including WGN-TV, CLTV, Chicago Tribune, WGN Radio and RedEye, BMO Harris has been able to leverage their financial expertise and reinforce credibility and trust with their Chicago audience across multiple media channels .

Challenge

Zizzo Group was challenged to create a multi-year financial educational series that helps consumers take control of everything from retirement and investing, to home buying and family budgeting, to small-business financing. All the while, also positioning the program as a differentiating factor in the financial education space, and aligning with current community, brand, and business objectives.

Approach

To ensure Helping Make Money Make Sense continuously provides newsworthy and relevant financial content to the Greater Chicago area, Zizzo Group works closely with BMO Harris to develop monthly content attributed to key spokespeople.  These BMO Harris employees are selected by the organization’s marketing and community outreach teams who look to identify top performers. Along with this monthly content, HelpingMakeMoneyMakeSense.com houses interactive features to drive additional engagement opportunities for consumers. Local financial classes and events are also posted on the site – all of which are geared toward helping consumers make smart financial moves. Each month, a new 30- and 60-second TV and :30 radio spots also air, providing quick financial tips that educate and drive consumers to the website.

Results

Since the launch of Helping Make Money Make Sense (HMMMS), in February 2011, the program has featured more than 45 BMO Harris Bank financial experts, generated 24,000 site visitors, surpassed media exposure expectations and, thus, provided the Greater Chicago area with a wealth of financial knowledge. In addition, BMO Harris bankers continue to enjoy the additional exposure and the opportunity to provide easy-to-use advice in the communities they serve.

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