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