More Than Just A Bank

Client	Pinnacle Financial Partners
Situation	In 2000, several prominent business leaders in the Nashville, Tennessee area came together to plan and organize a unique financial services firm -- a firm that would be "more than a bank." They immediately brought in Atkinson Public Relations to assist them in building the reputation, identity, and culture of their new firm.
Strategies & Tactics	Utilized research (focus groups, surveys, etc.) to develop brand strategy, including a name, graphic identity, marketing materials, and a unique identity covering everything from nomenclature to office design Created a rollout communication plan that focused on internal briefings, community events, and grand opening celebrations Implemented a full range of communications to help position Pinnacle as the provider of effective advice in Nashville: Pinnacle e-Letter -- a mix of financial advice, Pinnacle news, and economic information sent monthly by e-mail to clients, opinion leaders, and the media Pinnacle Forums -- bi-monthly presentations by outside experts on economic and financial market issues of interest to community leaders Pinnacle Workshops -- monthly working sessions for small groups of clients and prospects to discuss insights on cash management, trends in group health benefits, financial planning, etc. 1:1 Client Plans -- tailored communication plans prepared by all financial advisors for their clients featuring e-mails, meetings, recognition of birthdays and anniversaries, distribution of articles, and other educational information Associate Book Club -- quarterly dinner meetings hosted by the CEO to discuss selected books (First Break All The Rules; Now, Discover Your Strengths). More than 90 percent of associates voluntarily participate in the club and small group discussions.
Results	Created community awareness and understanding through extensive media coverage - secured 82 print articles from February 2000 to December 2000 Raised $19 million in initial public offering, representing the largest de-novo capitalization for a national bank in Tennessee Asset growth from $19 million to $40 million after only two months of operation (Pinnacle opened for business on October 27, 2000); in two years had beocme the fastest-growing of the 185 commercial banks established in 2000