In a previous blog, I had a great chance to interview Lucienne Gigante and Karla Gual of Doral Bank of Puerto Rico about their marketing campaign to brand Doral Bank as a bank for the community. So how did Doral do? absolute positive results. I would like to thank Termeh Mazhari of AMP3 Public Relations in providing me with great information through an executive summary that I posted below.
The following is based on a tracking study performed by Doral, Lopito, Ileana, Howie and Ipsos Hispania aimed at measuring Doral’s brand performance over time. The study also measured evolving market dynamics and consumer preferences in Puerto Rico’s banking industry.
The field work took place in January 2008, a month before Doral’s relaunch, and again between September and November 2008. In each wave, the statistically representative samples consisted of 500 to 600 consumers between the ages of 18 and 64, of both genders, islandwide, of socioeconomic levels A, B, C, or D, and with an existing bank relationship.
Not only did Doral Bank received positive results for their marketing efforts, they also received several awards because they successfully reached their customers by engaging them and becoming involved in the community of Puerto Rico. Something other banks should be doing right now. Great job Doral Bank!
Bank of the Year: UK-based ACQ Finance Magazine recently honored Doral Financial Corporation with a Country Award for Achievement and named the financial institution its 2009 Bank of the Year. The winner was selected through an independent poll of ACQ readers, contributors, and industry experts. ACQ boasts a readership of over 50,000 key decision makers from across Europe, the U.K, and the U.S.
Three Hermes Creative Awards & Two Honorable Mentions: Over 3,700 entries were received from around the globe for what is considered one of the premier Marketing and Communications showcases.
SABRE Awards (Superior Achievement in Branding & Reputation)
American Business Award
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