Successful Branding Part 1: Doral Bank of Puerto Rico Engages Its Customers

In today’s marketing strategies and brand identity, it is very vital to not just promote yourself only hoping to reach a wide audience; you have to be proactive and engage your customer and build a trusting relationship with them and to remind them that they are important and that you’re there to listen to their concerns because if it is not for your customers your business would not be successful.

I would like to post that Doral Bank of Puerto Rico is an excellent example of not only engaging their customer base, but they went a step further by giving back to the Puerto Rican community with several non-profit campaigns that demonstrates their professional commitment to the people Puerto Rico. I truly applaud their initiative and I hope to post an interview with the Vice President of Public Relations of Doral Bank, Lucienne Gigante, real soon.These campaigns were brought to my attention this week and I was very appreciative in receiving them. I would like to thank Termeh Mazhari of AMP3 Public Relations in taking the time to send me this great piece so I can exemplify a very successful and positive business approach:

Last year, Doral Bank launched its new corporate image and announced its commitment to giving back to the community. First, it collaborated with Susan G. Komen for the Cure and launched the mobile pink mammogram clinic Ruta Pink, a breast cancer prevention initiative that offers women and men free mammograms, biopsies and referrals, as well as general informational seminars. Ruta Pink won two Gold Hermes Creative Awards in the categories of Best Public Relations Campaign and Best Community Public Relations Campaign. Ruta Pink was also named a finalist for a prestigious Gold SABRE (Superior Achievement in Branding and Reputation) Award. It was the first time that a financial institution from Puerto Rico was named as a finalist.

Lucienne Gigante, VP of Public Relations

Ruta Pink Mobile Clinic

Doral Bank also offered free art to Puerto Ricans, with their Domingos dMuseo program (Sundays at the Museum). Created alongside the Puerto Rico Museum of Art, “domingos d-museo” offers the general public free access to the Museum and a wide range of cultural activities the last Sunday of each month from July through October. dMuseo received two honorable mentions at the Hermes Creative Awards. Both programs were recently named finalists for a 2009 American Business Award in the categories of Social Responsibility Program of the Year and Public Relations Campaign for a Non-Profit Purpose, respectively.

dmuseo art program

Today, Doral is gearing up to present its D-Parques initiative, the Bank’s green program that promotes environmental awareness, conservation, and urban reforestation.

DParques Initiative


Successful Branding Part 2: Doral Bank of Puerto Rico emerges as the community’s bank

Successful Branding Part 3: Doral Bank’s new campaign was a success!

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I 'mFrankie De Sotoand I was born on the beautiful island of Puerto Rico. I graduated at the top of my class from the University of North Texas with a BA in Art and 2 minors in Marketing and Radio, Television, and Film. I have been doing graphic design for the past couple of years creating graphics for advertising, signs, brochures , and flyers but I decided to return to school to expand my knowledge into more new media applications such as web design, human /computer interaction, Flash animation and marketing communications. I graduated with an MFA in Arts & Technology at the University of Texas at Dallas. My current studies are focusing on social media and marketing communications which in part encouraged me to begin this blog as well as my love for Hispanic culture and online media practices.
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12 Responses to "Successful Branding Part 1: Doral Bank of Puerto Rico Engages Its Customers"

  1. Lauri Jordana says:

    Fantastic news to share, Frankie! I just love seeing companies pairing with organizations to make a difference in their communities and beyond. Doral is bringing the community together – in case through health, the arts, and our environment. The Triple Threat! Anyway, kudos to Doral – they’ve earned the attention and the appeal and they’ll benefit from all of it.

    My only concern here is whether their commitments are sustainable. There’s nothing like the buzzkill of a feel-good campaign that just fizzles or goes dark. In my opinion it should be an annual, quarterly, or ongoing partnership in order to demonstrate authenticity and engage employees and consumers in a real way. Like any campaign, there should be a solid strategy and plan behind it.

    I invite every company to make a commitment to give back to just *one* cause that speaks to it, individually. It could be a cause that aligns with your business or product, or it could be one that’s meaningful to you, personally.

    For example, Conexión Marketing is a Seattle-based Hispanic marketing and research firm. A few years back, we aligned with Global Partnerships, a Seattle-based, woman-owned organization that creates fantastic micro-lending opportunities for women and families in Latin America.

    We don’t give a lot–but we have always done what we could to help. It’s our “pet” cause here. Find your pet cause and make that longtime commitment. Get your employees excited about it, hold team fundraisers or competitions to get everyone involved.

    Thanks again for a fabulous story and inspiration to all!

  2. Frankie De Soto says:

    Thanks Lauri! I agree 100%. Doral Bank’s non-profit campaigns and their commitment to the community of Puerto Rico will be part of the services that they will offer as they build a service and identity that the people of Puerto Rico can rely on. What better way to engage your loyal customers and obtain new ones by actively helping the community. I congratulate them on their non-profit activities.

    Your right that other companies should follow the same path such as Conexión Marketing here in the United States. Even giving a little every so often with special events and fundraisers will definitely give a company a positive image.

  3. Frankie De Soto says:

    I use WordPress, it’s very easy to use, you can customize, choose from thousands of templates and add plugins for more advance functions.

  4. Frankie De Soto says:

    I appreciate it, I try to post once a week since I’m in school right now.

  5. davenycity says:

    great blog thank you

  6. GloboNews says: Salitre: True Colors of Puerto Rico. Producer — Barbara Crudeli Director — Otto Flores Director of Photography/ Editor — Alex Berge When we think of branding, we think of ads, radio and television commercials, special events; any form of  medium that will communicate to the audience. Normally we have imagery and text that are [...]

  7. Danny Lasseigne says:

    Lucienne, you continue to amaze me! Job well done!

  8. Frankie De Soto says:

    Yes, Lucienne did an excellent job in helping to rebrand Doral Bank of Puerto Rico and I would like to thank her in finding the time out of her busy schedule to discuss her campaigns and strategies that proved to be very successful.

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