Positioning KeyBank as a Thought Leader

Securing New Treasury Clients

KeyBank is one of the nation’s largest bank-based financial services companies, with assets of more than $135 billion. Its commercial payments line of business provides its clients with treasury management, international trade, foreign exchange, merchant services, commercial cards and institutional asset services. In order to expand its client base and deepen relationships with current clients, one of KeyBank’s strategies is to position its team as thought leaders and trusted advisors.

Roop & Co. supports the execution of this strategy, primarily through three tactics:

• Industry conference presentations – Determine topics that align with KeyBank’s strategies, develop and submit speaking proposals, create slide presentations, and secure and train speakers
• White papers – Leverage presentation content to produce white papers for use in traditional and digital marketing efforts
• Media relations – Earn media placements for the business line’s newsworthy events, such as new service offerings or business partnerships; insert KeyBank’s subject matter experts in trend stories; ghostwrite and place bylined articles in targeted media outlets

As a result of these efforts, KeyBank’s commercial payments professionals have earned speaking engagements at the leading national and regional treasury industry conferences. The white papers have helped to generate and close sales leads. Media placements have positioned KeyBank personnel among the primary treasury industry thought leaders. More importantly, the marketing communication initiatives helped to propel KeyBank’s purchase and prepaid cards to record revenue.