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Berkshire found that having their four primary lines of business – Personal Banking, Commercial Banking, Insurance, and Wealth Management – on multiple web platforms created distinct business pain when it came to branding, messaging, and cross-selling among divisions. The separation created inefficiencies in trying to communicate and engage with online customers and update content on the site. Determined to have a web presence that matched their image of “America’s Most Exciting Bank,” Berkshire identified the following objectives:
- Create one website that seamlessly integrates all lines of business with consistent branding and messaging, easily enabling cross-selling among the four divisions;
- Introduce interactive technology and tools that would engage online customers and enable better communication with both customers and community members;
- Improve the experience of non-technical users by enabling them to create and update content for the site quickly and easily.
With extensive experience developing proven web solutions for leading banks, Bridgeline set out to deliver a marketing website that would enable Berkshire Bank to create memorable site experiences for online customers and community members today and long into the future. Imperative to the success of the project was delivering a solution that would empower non-technical users by simplifying the process for creating and updating site content both inline and in real-time.
Bridgeline began by implementing iAPPS Content Manager, a powerful, end-to-end, web content management solution that would allow Berkshire Bank to fully integrate their four primary lines of business onto one seamless website. Bridgeline’s award-winning developers were then tasked with configuring Content Manager to store and provide management capabilities for all Berkshire Insurance Group forms and applications.
The new website allows the marketing team to quickly and easily create and update content inline and without the aid of technical resources. Publication time has been dramatically reduced as it is no longer necessary for IT to be involved in content updates. Moreover, content is now routed automatically to managers for approval though workflows in Content Manager, translating into more timely delivery to customers and potential clients. Additionally, the integration of multi-site management provides the marketing team within each line of business peace of mind in knowing that brand and message consistency for their division remains intact.
With the introduction of many web 2.0 features, Berkshire Bank now has a website that matches their image as “America’s Most Exciting Bank.” The “Join the Excitement” subsection of the new site is one of its most dynamic. Specifically designed to address a younger demographic, this section makes extensive use of rich media and video technology. Site visitors can view videos featuring actual Berkshire customers, along with a personal message from Bank President and CEO, Michael P. Daly. “Join the Excitement” attracted more than 17,000 site visitors in the first two months after the site launch as web visitors voted on how the bank should distribute a $20,000 community grant.
The outcome for Berkshire Bank has been outstanding, providing results that have positively impacted overall business, including improved security and workflow for the online loan payment section of the site. Their Vice President of Marketing noted, “iAPPS has proven to be intuitive, user-friendly, and capable of enabling our different teams to manage a complex site on their own. The Bridgeline solution and easy deployment of iAPPS is definitely helping us to save time and money, and realize our overall