When Dallas-based Liberty Capital Bank merged with Texas Heritage Bank, communicating the merger’s benefits was only part of the job.

For customers in the smaller South Texas communities served by Texas Heritage Bank, one important concern was: would joining a Dallas-based bank mean losing the personal service and local relationships they valued?

HCK2 developed a communications strategy designed to answer that question clearly and build confidence throughout the transition.

The Challenge

Bank mergers can create uncertainty, especially when customers have longstanding relationships with local bankers. HCK2 needed to communicate the practical changes customers could expect while reassuring them about what mattered most: the people and relationships they trusted weren’t going away.

The Solution

HCK2 built the communications strategy around a simple but important message: what was changing—and what wasn’t.

The integrated rollout included social media, direct mail, in-branch signage and customer emails, creating multiple touchpoints to keep customers informed throughout the transition.

HCK2 also developed a comprehensive welcome guide that translated the merger’s operational details into clear, accessible information, walking customers through changes to login systems, account types, portals, statements and other practical considerations.

Throughout the campaign, messaging reinforced the continuity of existing bankers and relationships while introducing the additional benefits the combined organization could provide.

Acquisition Rollout Campaign

The Results

The coordinated rollout gave Liberty Capital Bank a clear, consistent way to communicate with customers across channels during a significant business transition.

Media relations extended the merger story beyond existing customers, generating nine earned media placements with a combined potential audience of 3.78 million.

Together, the communications helped introduce the combined organization while keeping customer relationships and continuity at the center of the story.