Case Study 12
Nations Bank: usingexternal marketing as partof the internal marketingprogramme
In 1992, a merger between NCNB Corp. with C&S/Sovran led to the birth of Nations Bank, USA, as a $119 billion institution. The newly formed bank decided to use internal marketing to send a message to its employees. Nations Bank chose an advertising campaign to communicate its message to its employees.
The cost for a 90-second advertising slot was close to $600 000. The advert went out during this year's Orange Bowl football game, broadcast nationally by NBC on New Year's Day. While this is a large sum of money for any advert, it was a particularly large sum when the target audience was only 58 000 people. For Nations Bank it was worth the expense ...
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